Mondelēz debuts ‘soft baked’ belVita biscuit

by Eric Schroeder
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EAST HANOVER, N.J. — Mondelēz International Inc. is expanding its belVita brand with the launch of soft baked breakfast biscuits. The new products, which are available in mixed berry and oats and chocolate flavors, are an excellent source of fiber and are made with 11 grams of whole grains per biscuit.

Since launching in the United States in February 2012, belVita has shipped more than 1 billion crunchy biscuits, Mondelēz said. The latest launch is an extension of the company’s effort to boost the biscuit category.

“After only 18 months in the market, many Americans have already made belVita part of their morning routines,” said Gary Osifchin, senior marketing director for Mondelēz International. “We’re pleased to have introduced this new breakfast option to American consumers.”

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