Biscuits from the continent
American consumers embrace a European breakfast staple with belVita Breakfast Biscuits.
BakingBusiness.com, Nov. 1, 2013
by Charlotte Atchley

Mondelez International’s belVita brand knows the breakfast business. More than 12 years ago, belVita launched its original Breakfast Biscuits in France, which are now available through Deerfield, IL-based Mondelez International, in 40 countries, including Belgium, The Netherlands, the UK and the US.

The crunchy whole grain biscuits offered fiber, vitamins and minerals, and were easily paired with fruit or yogurt. The crunchy Breakfast Biscuits came stateside in February last year. In August, Mondelez International, looking to reach a different market, rolled out its Soft Baked Breakfast Biscuits in the US. 

The brand targets consumers looking for a tasty, ­nutritious breakfast that is easy to eat on-the-go. While the crunchy product has seen plenty of success in Europe and now in the US with more than 1 billion units shipped, the company wanted to reach out to consumers who would prefer a softer biscuit in the morning.

“We created the new belVita Soft Baked Breakfast Biscuits to appeal to those consumers who still want a convenient, tasty and nutritious breakfast but prefer a softer texture,” said Scott Marcs, senior brand manager, belVita. “We hope consumers will embrace this new breakfast biscuit similarly to the way they embraced the crunchy biscuit when it launched in February 2012.”

Made with rolled oats and rye, belVita Soft Baked Biscuits carry 11 g of whole grains per serving, 5 g fiber and B vitamins. The new line is available in Mixed Berry and Oats & Chocolate. The Mixed Berry variety contains blueberries, raspberries and cranberries. Mr. Marcs said the company intentionally developed flavors different from its line of Crunchy Breakfast Biscuits to satisfy consumers’ need for variety. The crunchy Breakfast Biscuits are available in Golden Oat, Blueberry, Apple Cinnamon, Cinnamon Brown Sugar and Chocolate.

Mondelez International has given the brand full marketing support with a Web series starring actor Jane Lynch introducing the Crunchy Breakfast Biscuits, man-on-the street samplings, breakfast pairing ideas on the brand’s website, and a strong social media presence. The company is excited about the response so far to the Soft Baked Biscuits. “We hope consumers enjoy the Soft Baked Breakfast Biscuits as much as they enjoy the crunchy variety,” Mr. Marcs said. The new biscuits are also performing well in Canada.

Shoppers can purchase a box of five 1.76-oz belVita Soft Baked Breakfast Biscuits for $3.69.