Following the strong performance of Belvita over the past year, with the brand growing +149% in value terms*, 2013 sees the launch of a new format for the breakfast biscuits market. The new Belvita ‘top-up’ pack has been developed especially for the convenience channel from Belvita, the fastest growing biscuits brand within the healthy biscuits sector.
Belvita, is now the No. 7 biscuit brand in the market (excl PL) and has captured €4.8 million of biscuit sales, with 24% of the Republic of Ireland population buying into the brand. ‘Healthier Biscuits’ (healthy biscuits & cereal bars) is the largest and fastest growing segment within the biscuit category. Belvita is the fastest growing brand within the ‘Healthier Biscuits’ segment. It has gained +510 bps and now holds 9.3% share of the ‘Healthier Biscuits’ segment.*
This new 'top up' format is the ideal offer for shoppers in the convenience channel and smaller stores whose shoppers are focused on top up shopping missions. The packs will be available in the popular selling 300g Belvita flavors: Milk and Cereal and Honey & Nuts. The launch will be supported with a strong Belvita brand marketing campaign throughout January including TV and PR. There will also be in-store support, including POS. [*Source: Kantar Worldpanel 52 w/e 30th September 2012]