Post Holdings is targeting Mondelez International's breakfast biscuit brand Belvita in the US with its own range under sold under its cereal brand Honey Bunches of Oats.
The biscuits are available in three lines – Honey Roasted, Strawberry and Chocolate Chip. Speaking to just-food, Post sought to point out the differences in the nutritional make-up of its biscuits and the rival Belvita product.
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"They contain 100 percent whole grains and contain 28-30 grams of whole grain per serving [of] four breakfast biscuits, compared with Belvita Crunchy, which only contains 18-20 grams of whole grain per serving," Post said.
"Post Honey Bunches of Oats Breakfast Biscuits are a good source of fiber, providing four grams per serving – Belvita contains three grams per serving. Honey Bunches of Oats Breakfast Biscuits contain five grams of protein per serving, while Belvita Crunchy contains three to four grams per serving, depending on the flavour."
Post also said its biscuits contain 115mg or 120mg of sodium depending on the specific flavour. It said the Belvita biscuits contained 170mg to 220mg of the nutrient.
It did not disclose comparisons on sugar.
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By GlobalDataIn a statement, Post described the biscuits as "the perfect go-to option for every family member" and added: "Aside from the convenience factor, we also love the versatility of Honey Bunches of Oats breakfast biscuits. While they are the perfect dunking companions to coffee, tea or hot chocolate, you can also dip them in Greek yoghurt, or spread them with peanut butter and add a piece of fruit. It all amounts to a nutritious breakfast or snack option."
The recommend retail price for the Honey Bunches of Oats biscuits is US$3.59 per box.
The then Kraft Foods launched Belvita in the US in 2011. Mondelez International, which took on the brand after Kraft split in two, has built on the portfolio. In January, Mondelez launched the smaller Belvita Bites.
