Kraft to introduce belVita breakfast biscuits in U.S.
Nov. 15, 2011
NEW YORK — Kraft Foods, Inc. is planning to introduce beVita breakfast biscuits in the U.S. in February.
Kraft has sold belVita biscuits in Europe for the past decade, and the U.S. rollout will put the company again in the grain-based breakfast category, a category the company left when it sold Post cereal in 2008.
The biscuits will be sold at 90,000 retail locations, and the product is more cookie-like with whole grains, fiber and vitamins as opposed to a traditional American breakfast biscuit.
belVita has more than $100 million in sales globally, and the company also plans to launch the biscuits in Canada later in 2012.