belVita Choc Chip 30% Less

Source: Mondelez

BelVita has also given its portfolio a new look

Breakfast biscuit pioneer BelVita is to mark its 10th anniversary by adding its first-ever reduced-sugar variant. Chocolate Chips (rsp: £2/5x45g) will roll out in mid-June.

With 16g of sugar per 100g, the snack promises 30% less sugar ‘than breakfast biscuits on average’ and contains no sweeteners.

belVita Raspberry Seeds & Berries 2

Source: Mondelez

BelVita has also added the Seeds & Berries range

It will be joined by the new Seeds & Berries range comprising Blueberry & Flaxseeds and Raspberry & Chia Seeds (rsp: £2.79/6x45g).

BelVita’s NPD will be preceded by a £3.5m campaign featuring a new look for the brand.

Running across TV, OOH, digital, social, PR and in-store, it was the brand’s biggest push “for some time” owner Mondelez said.

It comes as BelVita is worth £76m in grocery [Nielsen 52 w/e 27 April 2019], making it the UK’s third most popular sweet biscuit brand after McVitie’s and Cadbury.