02 Feb 2012 US: Kraft Foods introduces a new kind of breakfast – belVita Breakfast Biscuits
Kraft Foods has launched what it claims is a new breakfast category in the US with the introduction of belVita Breakfast Biscuits. Specially baked with whole grain, belVita Breakfast Biscuits are lightly sweet, crunchy biscuits that provide nutritious sustained energy that lasts all morning.
To introduce the nation to this new breakfast option, the belVita Breakfast brand is calling on Americans to “Power Up, People” with its first attention-grabbing commercial appearing during the February 5 Super Bowl Sunday football pre-game show.
The brand will also spread the word about this delicious new breakfast by partnering with cultural tastemakers and launching a nationwide sampling effort. In a nod to those who need a good start to the day the most, the first samples are being delivered to police officers across the country.
“We’re thrilled to introduce an entirely new kind of breakfast with belVita Breakfast Biscuits,” said Janda Lukin, Director of Innovation at Kraft Foods. “Europeans have been enjoying breakfast biscuits for years – now it’s time for America to give them a try.”
Kraft Foods will also distribute over 16 million free samples of belVita Breakfast Biscuits to consumers across the country — one of the largest giveaways in Kraft Foods history — in order to introduce people to this new breakfast experience.
In other marketing activities, belVita Breakfast has partnered with cultural tastemakers from across the country who exemplify the belVita Breakfast lifestyle and champion sustained morning energy. From fashion to fitness to food, these individuals — dubbed the “Power Up Pros” represent a myriad of fields and are heralded for their drive, entrepreneurialism, optimism and active lifestyle.
Kraft Foods says it worked with nutritionists to create belVita Breakfast Biscuits that provide nutritious sustained energy to help fuel the body throughout the morning.
“The sustained energy release results from a combination of carefully selected ingredients and a special baking process that helps preserve the integrity of the grain so that the carbohydrates are slowly released in the body. Each individual package of four crunchy biscuits is portioned for breakfast, has 18-20g whole grains per serving and is a good source of fibre and four B vitamins”
Additionally, belVita Breakfast contains no high fructose corn syrup, no partially hydrogenated oils, and no artificial flavours or sweeteners. belVita Breakfast Biscuits can be enjoyed as part of a balanced breakfast with a piece of fruit and a serving of fat-free or low fat dairy – such as a banana and a yogurt. belVita Breakfast Biscuits are available in Blueberry, Golden Oat and Apple Cinnamon.
While breakfast biscuits are new to Americans, they have been enjoyed by Europeans for decades. Kraft Foods introduced its first breakfast biscuits in France over a decade ago and now sells belVita biscuits in more than ten countries including Belgium, Czech Republic, Portugal, Hungary, Poland, the UK and Brazil.
See more at www.belVitaBreakfast.com