Mondelez International has launched its Belvita breakfast biscuits into China, targeting what it says is the growing appetite for more "modern" eating habits in the morning.
"As the market leader in biscuits, we want to make the biscuit category relevant to people who have health and wellness in mind. That's why we're bringing Belvita, an entirely new global category, to China," said Stephen Maher, president of Mondelez's operations in China. "As more Chinese are shifting to modern breakfast options, we believe Belvita breakfast biscuits offer a compelling benefit – nutrition, taste and convenience, delivering vitality throughout the morning."
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Mondelez is the number one biscuit manufacturer in China, with brands including Oreo, Tuc and Chips Ahoy in its portfolio. Belvita has been one of the company’s biggest successes – originally launched in France as Petit Dejeuner in 2010 by the former Kraft Foods Inc, it has been launched in Europe, Brazil, North America and Australia. The biscuits are sold in 54 markets. They generated over US$600m in revenues last year.
Mark Clouse, Mondelez's chief growth officer, said the launch was part of a strategy at the company to increase sales of healthier snacks. Consumers in both developed and emerging markets are increasingly interested in health and nutrition for themselves and for their families. We're tapping into this trend and are determined to become the global leader in well-being snacks. Our goal is to have 50% of our portfolio in the well-being space by 2020, up from more than a third of total revenue today," Clouse said.
The biscuits are available in China in three flavours; milk and cereal, nuts and honey and mixed berry.
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