The Globe and Mail

Go to the Globe and Mail homepage

Jump to main navigationJump to main content

Press release from PR Newswire

Fresh Take On Breakfast Biscuit Reaches Critical Mass

Wednesday, August 21, 2013

Fresh Take On Breakfast Biscuit Reaches Critical Mass

08:03 EDT Wednesday, August 21, 2013

belVita delivers its billionth biscuit in the United States, as Americans quickly embrace European breakfast biscuit tradition

EAST HANOVER, N.J., Aug. 21, 2013 /PRNewswire/ -- Americans for centuries have enjoyed biscuits of the flaky, fluffy, buttermilk variety, but in the past 18 months, have embraced a whole new kind of breakfast biscuit.  Since launching in the U.S. in February 2012, belVita has shipped more than one billion crunchy biscuits inspired by European breakfast traditions, or enough for 250 million nutritious breakfasts enjoyed with belVita.

(Photo: )

"After only 18 months in the market, many Americans have already made belVita part of their morning routines," said Mondelez International Senior Marketing Director Gary Osifchin. "We're pleased to have introduced this new breakfast option to American consumers, and this summer, we're excited to offer even more options with the launch of belVita Soft Baked Breakfast Biscuits, available in Mixed Berry and Oats & Chocolate flavors."

belVita boosts Mondelez International Biscuit Category

The recent Mondelez International Q2 earnings report shows that belVita is also helping the biscuit category for the company. U.S. biscuits grew 5 percent or more for the eighth consecutive quarter.

About belVita

The belVita brand introduced its first breakfast biscuits in France more than a decade ago and now sells in more than 40 countries around the world. The crunchy biscuits provide steady energy 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. They provide 18-20 grams of whole grains and are a good source of fiber1.

For those who prefer a soft biscuit, the new belVita Soft Baked Breakfast Biscuits are an excellent source of fiber, are made with 11 grams of whole grains. Both varieties of crunchy and soft biscuits contain no high fructose corn syrup, partially hydrogenated oils or artificial flavors or sweeteners.

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2012 revenue of $35 billion.  Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum. Mondelez International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit and 

1 belVita Biscuits contain 7-8g total fat per 50g serving


Kim Fontes, Mondelez International

Abby Conger, Edelman



SOURCE belVita

  • The Globe and Mail Newspaper

    Newspaper delivered to your doorstep. subscribe

  • Globe Unlimited

    Digital all access pass across devices. subscribe

  • The Globe and Mail App

    The New Globe and Mail App for iPhone®, iPad® and Apple Watch download

  • Globe2Go

    The digital replica of our newspaper. subscribe

  • Globe eBooks

    A collection of articles by the Globe. subscribe

See all Globe Products

Advertise with us

Your number one partner for reaching Canada's Influential Achievers. learn more

The Globe at your Workplace
Our Company
Secure Service
Customer Service
Advertising Privacy
Globe Recognition
Mobile Apps
Other Sections