THE GROCER GUIDE TO... BREAKFAST
MONDELĒZ INTERNATIONAL
TAKE THE BISCUIT AT BREAKFAST DETAILS
Mondelēz International UK Cadbury House Uxbridge Business Park Sanderson Road Uxbridge UB8 1DH 0870 600 0699 retailer.services@ mdlz.com KEY CONTACTS
Susan Nash Trade Communications Manager KEY BRANDS
belVita Breakfast SOURCES 1. Nielsen, total coverage, MAT value sales to WE 19.01.19. 2. Engage Research for Mondelēz International U&Q July 2015. 3. Kantar WPO, MAT to WE 31.12.18. 4. Enjoy as part of a balanced breakfast e.g. a portion of belVita breakfast, a fruit, plain dairy product and a drink *belVita breakfast have a high content of slowly digestible starch, which is a slow release carbohydrate. Consumption of foods high in slowly digestible starch raises blood glucose concentration less after a meal compared to foods low in slowly digestible starch. 5. Nielsen, total coverage, MAT value sales to WE 19.01.19. 6. Nielsen, total coverage, Latest 26 weeks value sales to WE 19.01.19. 7. Kantar usage report 2017 – snacking consumption/ Ipsos research 2017. 8. IGD British Grocery Shoppers April 2017. 9. Mondelez/Boston Consultancy group research 2017. 10. 30% less sugar than breakfast biscuits, on average. 11. Nielsen, total coverage, Latest 26 weeks value sales to WE 19.01.19.
Breakfast Biscuits tap into the consumer need for a convenient and tasty way to have breakfast in their ‘timepoor’ daily lives. The UK breakfast biscuit market is worth £81.6m1, and belVita is not only the number one healthy biscuit in the market, worth £75.7m1, but is also now the second biggest biscuit brand overall in the UK1. “We know that while 64% of us agree that breakfast is the most important meal of the day2, one-in-three people in the UK skip breakfast during the working week 2,” said Melissa Stuart, brand manager for belVita at Mondelez International. This insight is why we created belVita. Breakfast biscuits are key for the morning: there are more than 260 million UK breakfast occasions every week, and 19% of consumers eat biscuits regularly for breakfast2.” BelVita has a category-leading repeat purchase rate of 61%3. Key to belVita’s continued success is its unique position as the only breakfast biscuit that, thanks to its mix of five wholegrains, delivers slow-release carbohydrates throughout the morning4. PRODUCT INNOVATION belVita has built upon its category-leading status to continually innovate for the changing breakfast occasion. Soft Bakes were the brand’s most successful innovation since the launch of the belVita brand, going from strength to strength and growing 41% MAT5. The most recent innovation into the Soft Bakes range was Blueberry, launched in July last year.
12 l 9 March 2019 l www.thegrocer.co.uk
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A convenient and tasty way to have breakfast
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“The launch of belVita Breakfast Soft Bakes Blueberry delivered real innovation to the market, and since launch it has added real sales growth to the category, becoming the second best-selling flavour in the Soft Bakes platform in the last 26 weeks6,” added Stuart. The brand’s vision is to offer consumers more choice in permissible breakfast snacking. When it comes to snacks, 46% of occasions are chosen for health7 (growing at +7.7%), and 85% of consumers claim they are trying to improve some of their diet to become healthier8. Mondelez market analysis shows that, from a health and wellness perspective, the number one requirement for biscuits specifically designed for breakfast is lowsugar9. Future developments, such as a 30% less sugar option on belVita10, will be even more relevant to today’s health conscious shoppers and is another step of Mondelez International’s global wellbeing strategy. The launch of Soft Bakes Blueberry was accompanied by a £3m campaign that included TV ads and product sampling as part of the brand’s ‘Good Mornings’ campaign that ran through 2017 and 2018. The campaign a Your Ticket to a Better Morning helped drive 8% growth n across the belVita brand11." AN ADVERTISING SUPPLEMENT TO THE GROCER
