Keen to start the day with a live yoghurt sandwich? Kraft is this month rolling out Belvita Breakfast Yogurt Crunch live yoghurt between two wholegrain biscuits (rsp: £2.49).

The Belvita brand, which has grown 450% year-on-year to £20.7m [Nielsen 52w/e 18 June 2011], currently comprises 300g packs of breakfast biscuits in Milk & Cereals, Fruit & Fibre, Crunchy Oats and Honey & Nuts variants (rsp: £2.29).

The brand will be supported by a £4m media spend this year that will ­include new TV ads.