Mondelez brings belVita to China

by Eric Schroeder
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Chinese belVita breakfast biscuits
Mondelez is rolling out its belVita breakfast biscuits in China.

SHANGHAI, CHINA — Less than a month ago, Mondelez International launched Oreos in Russia. Now, the snack foods giant is continuing the international expansion of its “power brands” with the roll out of belVita breakfast biscuits in China. Mondelez International already is the No. 1 biscuit maker in China with brands such as Oreo, Chips Ahoy! and TUC.

belVita has been one of Mondelez’s most successful innovation platforms. The company launched the belVita brand in 2010 and has expanded throughout Europe, Brazil, North America and Australia. Today, belVita is available in 54 countries and in 2014 generated more than $600 million in revenues, according to Mondelez.

“Consumers in both developed and emerging markets are increasingly interested in health and nutrition for themselves and for their families,” said Mark Clouse, executive vice-president and chief growth officer. “We’re tapping into this trend and are determined to become the global leader in well-being snacks. Our goal is to have 50% of our portfolio in the well-being space by 2020, up from more than a third of total revenue today.”

Stephen Maher, president of Mondelez China, said a key reason why the company is bringing belVita to China is to make the biscuit category relevant to people who have health and wellness in mind.

Belvita global growth infographic

“As more Chinese are shifting to modern breakfast options, we believe belVita breakfast biscuits offer a compelling benefit — nutrition, taste and convenience, delivering vitality throughout the morning,” Mr. Maher said.

All belVita biscuit products contain at least 50% whole grain cereals, contain a minimum of 55% of energy from available carbohydrates, are a significant source of micronutrients and have at least 3 grams of fiber per 100-gram serving.

belVita breakfast biscuits are available in three flavors in China: milk and cereal, nuts and honey, and mixed berry.

Headquartered in Shanghai, Mondelez China has more than 6,600 employees and operates seven manufacturing plants in Beijing, Suzhou, Shanghai, Guangzhou and Jiangmen.
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