KRAFT FOODS is introducing Belvita Breakfast, a new range of biscuits specially designed for breakfast.
Delicious, crunchy biscuits, Belvita Breakfast biscuits are made with wholegrain and, when eaten as part of a balanced breakfast, regularly release carbohydrates to keep you going all morning.1 The product range is launching in supermarkets and convenience stores across the UK.
Belvita Breakfast is an entirely new type of biscuit. The biscuits are rich in cereals, a source of fibre and contain vitamins. When eaten as part of a balanced breakfast they regularly release carbohydrates over 4 hours. This has been proven in five clinical studies1 and is due to the unique combination of recipe, ingredients selection and carefully controlled baking process.
The biscuits offer a delicious new breakfast alternative for consumers to fit with their busy lifestyles, with each serving of 4 biscuits individually-wrapped for convenience. Kraft recommends that the product is enjoyed as part of a balanced breakfast, i.e. with a serving of fruit, dairy and a drink. This could be a cup of tea, low fat yoghurt and fruit at home, or your morning latte and an apple at your desk.
Biscuits have long been enjoyed for breakfast in southern Europe, but Kraft has led the way across the continent with biscuits specially designed for breakfast, where they are now an established part of the morning repertoire in countries such as France and Belgium*.
Jos McNulty, director at Kraft Foods UK and Ireland, explains: “Our research has shown that consumers like to try new breakfast alternatives and in particular are looking for something to keep them going throughout the morning. Belvita Breakfast gives consumers a delicious, convenient and sustaining new breakfast option.”
Comments UK-leading nutritionist and dietician, Fiona Hunter: “There is a huge body of evidence to show that eating breakfast is associated with a range of health benefits, but over 6 million2 of us continue to skip it. By introducing breakfast biscuits, Kraft is addressing this with a tasty, and convenient alternative that can be part of a balanced, nutritious breakfast. Any specially formulated product that is designed to meet the needs of consumers at breakfast time and encourage greater breakfast consumption can only be a good thing.”
* LU Petit Dejeuner in France & Belgium
ENDS
Note to editor:
1 Proven in several clinical studies to regularly release carbohydrates over the course of four hours.
2 Sources: Research International 2001 Segmentation Study; Spanish Ministry of Health & Consumer Affairs NAOS
In the UK, Belvita will be available in two formats: a 300g box containing six individually wrapped packs of four biscuits (available in Milk & Cereals and Fruit & Fibre variants), and a 50g pack containing one individually wrapped pack of four biscuits for on the go purchase (available in Milk & Cereals variant). Belvita Breakfast in 300g box format has a RRP of £2.19 and a 50g pack RRP of 49 pence.
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