Mondelez is extending its booming Belvita brand with a larger, chunkier breakfast biscuit.
Rolling out this month, sub-brand Belvita Crunchy (rsp: £2.79/300g) is sold in boxes containing wraps of three biscuits compared with the four in standard Belvita. Initially launching with two variants - apricot and hazelnut - Crunchy is set to be expanded later this year.
One reason for the launch was to attract shoppers who didn’t believe Belvita biscuits were substantial enough to support the brand’s claim of offering four hours of slow-release energy, said Mondelez.
Sales of Belvita have grown 13.7% to £57.1m on volume up 14.5% [Nielsen 52 w/e 25 January 2014].