Kraft is expanding Belvita after revealing the breakfast biscuit brand has smashed its second-year sales target.

The company had hoped to double sales of the brand to £20m by the end of 2011 but new formats and marketing activity helped it hit £27.7m [Nielsen 52w/e 3 December 2011]. The performance makes it Kraft’s biggest biscuit brand in the UK, ahead of Oreo and Mikado.

Belvita is now rolling out new SKUs - forest fruits and muesli flavours in 300g packs (rsp: £2.29) and a Honey & Live Yogurt biscuit sandwich in 253g packs (rsp: £2.49).

This month, Kellogg’s is rolling out Original and Chocolate breakfast biscuits under the All Bran brand (rsp: £2.39).