belvita fills the breakfast biscuit market further with new innovation

belVita’s Soft Bakes range has expanded further with the launch of an indulgent NPD – Soft Bakes Filled.

belVita Soft Bakes Filled is a deliciously soft and chewy baked biscuit made from 5 of the finest wholegrains, including crushed buckwheat and oat flakes, with two delectable fillings to choose from – Choco Hazelnut and Strawberry.

In testing, we found that consumers loved the taste and more than 50% of product testers indicated that they would buy this in addition to the breakfast/snack item that they currently buy!

The range expansion will be supported by a £2m marketing campaign, including sampling, TV advertising and in-store activation.

What does this mean to me?

  • Excite customers with a new flavour from the UK’s number one healthy biscuit1 and second biggest brand in the total biscuits category2
  • belVita has the highest repeat rate of all brands in the biscuits category3 and Soft Bakes is already a popular variant with consumers
  • Will help you capitalise on the ever-growing out-of-home breakfast market4
1The Nielsen Company, Total Coverage, Total Value MAT 17.06.2017
2The Nielsen Company, Total Coverage, Total Value MAT 17.06.2017
3Kantar Worldpanel, MAT 18.06.2017
4Kantar Worldpanel 2015, 52 w/e January 2016