Global snacking company Mondelez International has launched Belvita breakfast biscuits in China.
With this launch, the company aims to meet the growing demand for breakfast biscuits in China. The company has already rolled out the Belvita breakfast biscuits in more than 50 markets.
The company is also seeking to benefit from the popularity of its other brands in China such as Oreo, Chips Ahoy! and TUC.
Belvita has been one of the company's better performing brands since its launch in 2010. Belvita expanded to Europe, Brazil, North America and Australia and is currently available in 54 countries generating over $600m in revenues in 2014.
Mondelez chief growth officer and EVP Mark Clouse said: "Consumers in both developed and emerging markets are increasingly interested in health and nutrition for themselves and for their families. We're tapping into this trend and are determined to become the global leader in well-being snacks. Our goal is to have 50 percent of our portfolio in the well-being space by 2020, up from more than a third of total revenue today."
Mondelez China president Stephen Maher said: "As the market leader in biscuits, we want to make the biscuit category relevant to people who have health and wellness in mind. That's why we're bringing belVita, an entirely new global category, to China.
"As more Chinese are shifting to modern breakfast options, we believe belVita breakfast biscuits offer a compelling benefit -- nutrition, taste and convenience, delivering vitality throughout the morning."
Belvita breakfast biscuits have been developed keeping strict nutritional benefits in view. The product contains 50% of wholegrain cereals, 55% of energy derived from carbohydrates, sufficient source of micronutrients with the presence of 3g of fiber per 100g serving.
The company claims that the product is baked in such a way that it releases carbohydrates slowly over a period of four hours so that it helps provide sustainable energy at the start of the day.
In China, Belvita biscuits are being made available in three flavours - milk & cereal, nuts & honey and mixed berry.
Mondelez China has seven manufacturing plants in Beijing, Suzhou, Shanghai, Guangzhou and Jiangmen and employs more than 6,600 employees. Its snacks business includes biscuits, candy & gum, and beverages.
The Belvita launch in China follows the company's Russian made Oreo biscuits introduction. The firm recently updated its Sobinka plant in Russia where it will manufacture three formats of its Oreo biscuits.
