China Shifts to BelVita Breakfast Biscuits

Mondelēz International has recently announced the launch of belVita breakfast biscuits in China, following its successful rollout in more than 50 markets around the world. 

The company is already the No. 1 biscuit maker in China with beloved brands such as Oreo, Chips Ahoy! and TUC. 

belVita has been one of the company’s most successful innovation platforms. Born in France as Petit Déjeuner, the company launched thebelVita brand in 2010 and has quickly expanded throughout Europe, Brazil, North America and Australia. Today, belVita is available in 54 countries and has become a global breakfast icon, generating over USD 600 million in revenues in 2014.

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

“As the market leader in biscuits, we want to make the biscuit category relevant to people who have health and wellness in mind. That’s why we’re bringing belVita, an entirely new global category, to China. 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,” said Stephen Maher, president of Mondelēz China. 

belVita breakfast biscuits have been developed with a strict nutrition charter. All belVita biscuit products contain at least 50 percent wholegrain cereals, a minimum of 55 per cent of energy from available carbohydrates, have a significant source of micronutrients and at least 3g of fiber per 100g serving. Thanks to their special baking process, belVita breakfast biscuits slowly release carbohydrates over a period of four hours. When eaten as part of a balanced breakfast, belVita biscuits provide sustained energy to start the day.

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