Mondelez International Introduces belVita Breakfast Biscuits in China

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The FINANCIAL — Mondelēz International announced the launch of belVita breakfast biscuits in China, following its successful rollout in more than 50 markets around the world. Mondelēz International is already the No. 1 biscuit maker in China with beloved brands such as Oreo, Chips Ahoy! and TUC. Leveraging consumer snacking trends around health and nutrition, the company is now bringing the very first breakfast biscuits to China. 

belVita has been one of the company’s most successful innovation platforms. Born in France as Petit Déjeuner, the company launched the belVita brand in 2010 and has quickly expanded throughout Europe, Brazil, North America and Australia. Today, belVita is available in 54 countries and has become a global breakfast icon, generating over $600 million in revenues in 2014, according to Mondelēz International.

“Consumers in both developed and emerging markets are increasingly interested in health and nutrition for themselves and for their families,” said Mark Clouse, EVP and Chief Growth Officer. “We’re tapping into this trend and are determined to become the global leader in well-being snacks. Our goal is to have 50 percent of our portfolio in the well-being space by 2020, up from more than a third of total revenue today.”

“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 Mondelēz 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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belVita breakfast biscuits have been developed with a strict nutrition charter. All belVita biscuit products contain at least 50 percent wholegrain cereals, a minimum of 55 percent of energy from available carbohydrates, have a significant source of micronutrients and at least 3g of fiber per 100g serving. Thanks to their special baking process, belVita breakfast biscuits slowly release carbohydrates over a period of four hours. When eaten as part of a balanced breakfast, belVita biscuits provide sustained energy to start the day.

 

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