GLENVIEW, Ill. — Kraft is reentering the breakfast market with belVita Breakfast biscuits. National rollout of belVita — which Kraft has sold in Europe for the last decade and started selling in the United Kingdom last year — will begin this February to 90,000 U.S. retail locations.
The packaged goods giant will be creating a new category in the U.S. market for the product. BelVita — a loose translation for beautiful life — is more like a cookie than an American biscuit. It is made with whole grains, fiber and vitamins, and when paired with yogurt or fruit, it is part of a balanced breakfast.
Kraft will support the launch with national television advertising and other promotions like in-store sampling. The product will be located in the cookie/cracker aisle near Kraft’s other mega-brands Oreo and Ritz.