Kraft Foods is set to launch its breakfast biscuit brand Belvita in the US.
The biscuits will be available in blueberry, golden oat and apple cinnamon variants and will be rolled out in the US in February.
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Kraft said the launch “marks the food company’s re-entrance into grain-based breakfasts”, a category it left when it sold cereals firm Post Foods in 2008. It added that the biscuits could “pose competition” for Kellogg and General Mills, especially for the on-the-go items such as Nutri-Grain snack bars.
Kraft aims to target busy US consumers who do not have time to eat breakfast.
“There’s this tension in the morning where people know they should be eating a nutritious breakfast but they don’t have the time for one,” Kraft’s director of innovation Janda Lukin said.
Belvita buscuits will be available in five packs for US$3.69. The packs will also be sold individually at convenience stores for about $1.19 and Kraft is considering distributing it to food-service outlets like cafes.
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By GlobalDataThe launch will be support by television advertising and promotions like in-store sampling.
Kraft introduced Belvita in Brazil last month and also plans to launch it in Canada later in 2012.
