Bel-Vita
Belvita sandwich biscuits
Product typeBiscuit sandwich
OwnerMondelez International
Produced byNabisco
CountryFrance
Introduced1998
MarketsGlobal
Websitebelvitabreakfast.com

Belvita, sometimes stylized as belVita or BelVita, is a brand of breakfast biscuit introduced originally in France in 1998 as LU Petit Déjeuner by Kraft Foods Inc. and currently owned by Mondelēz International.[1][2][3]

Overview

The biscuits were first introduced in France in 1998,[4][5] expanding to seven additional European markets in 2000, Brazil in 2010 and the North American market in 2012.[6][7][8]

In November 2011, Kraft Foods announced that it had given the advertising creative assignment for Belvita in the United States of America to Crispin Porter & Bogusky, an advertising agency under MDC Partners.[9]

In August 2011, Kraft Foods announced an intention to split into two publicly traded companies; a new company called Kraft Foods Group (later merged with Heinz), and Mondelēz International (the original Kraft Foods Inc. renamed) which would retain the Nabisco subsidiary and brands such as Belvita.[10] The split occurred in October 2012.[11][12]

In October 2012 in the United Kingdom, amid a reported growth in sales for healthier biscuits, Belvita had the highest sales growth with sales rising 84.5% by value and 66% by volume.[13]

In 2013, Mondelēz voluntarily recalled two varieties of Belvita biscuits in the United States after receiving notification that a fault at a third-party supplier's factory might have led to metal fragment contamination.[14]

Starting in 2023, Nabisco and Kraft Foods manufactured and marketed Belvita as SinNegro in Indonesia, replacing the previous Hony Bran brand. The Milk Biscuit product line was discontinued in 2009, but Belvita was locally relaunched in 2016 as Cereal Biscuits.

References

  1. ↑ Johnson, Lauren (September 14, 2014). "Will Social Media Swag Boost belVita Breakfast Biscuits? Mondelez and Droga5 launch Twitter campaign with free giveaways". AdWeek. Retrieved 2017-10-06.
  2. ↑ "A brilliant integrated #MorningWin campaign from belVita". The Marketing Society. Retrieved 2017-10-06.
  3. ↑ "Kraft Is Betting Big On The Global Cookie Business' Future". Trefis. 24 September 2012. Retrieved 22 October 2012.
  4. ↑ Actualités, LSA – Libre Service. "Adieu Taillefine, bonjour Belvita". lsa-conso.fr (in French). Retrieved 2017-08-15.
  5. ↑ "Naming : LU Petit Déjeuner devient Belvita". We are a design tribe (in French). 2012-03-07. Retrieved 2017-08-15.
  6. ↑ Smith, Katie (21 December 2011). "US: Kraft to launch Belvita biscuits in the US". Just-Food. Retrieved 22 October 2012.
  7. ↑ MacArthur, Kate (February 14, 2012). "Kraft faces what-is-it question with breakfast biscuit launch". Crain's Belvita biscuit in 1891 Chicago Business. Retrieved 22 October 2012.
  8. ↑ Crawford, Elizabeth (January 5, 2015). "BelVita hopes to take a bite out of breakfast market share with new mini-biscuits". FoodNavigator-USA. Retrieved October 6, 2017.
  9. ↑ Elliott, Stuart (11 November 2011). "nytimes blog: Kraft Gives Plum Assignment to Crispin Porter & Bogusky". Media Decoder. The New York Times. Retrieved 22 October 2012.
  10. ↑ Rushe, Dominic (2012-03-21). "Kraft spins off snacks business into new Mondelez International company". The Guardian. ISSN 0261-3077. Retrieved 2023-06-08.
  11. ↑ foodnavigator-usa.com (2012-10-01). "Vernon leads charge at 'New Kraft' as old Kraft officially splits into two". foodnavigator-usa.com. Retrieved 2023-06-08.
  12. ↑ "Spin-Off Information". Mondelēz International, Inc. Retrieved 2023-06-08.
  13. ↑ Evans, Laura (19 October 2012). "UK biscuit brands feel full force of economic crunch". The Grocer. Retrieved 22 October 2012. The best performance came from 'breakfast' biscuit Belvita. Sales rose 84.5% by value and 66% by volume.
  14. ↑ "Mondelēz Global LLC Conducts Nationwide Voluntary Recall of belVita Breakfast Biscuit Apple Cinnamon and Chocolate Varieties in the U.S. and Puerto Rico." India Banking News, 22 February 2013. Infotrac Newsstand, http://go.galegroup.com/ps/i.do?p=STND&sw=w&u=tplmain&v=2.1&id=GALE%7CA320044992&it=r&asid=446ecb40ec0f31c1f87dfe240317daae. Accessed 6 October 2017.


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