Mondelez readies biggest ever UK push for Belvita

Mondelez International is spending £7.6m on marketing its Belvita breakfast biscuit range in the UK this year, its biggest ever outlay for the brand, in a bid to consolidate its position as the market leader in the fast-growing category.

BelvitaPic
Snacks business to focus on driving sales in convenience store as part of its biggest marketing outlay ever for the brand in the UK.

The move builds on last year’s £6.4m marketing strategy, which saw the brand’s sales value rise by more than two thirds (78 per cent) to £49.4m for the year, with a push into the convenience sector.

Belvita claims the retail channel represents a “new opportunity” to drive sales and is introducing a smaller 150g version of the breakfast biscuit to convenience stores nationwide this month. The launch is being supported by sampling, print adverts and PR activity with nutritionist Fiona Hunter.

Speaking to Marketing Week, Rahul Gursahani, senior brand manager for Belvita, says the product is exploiting a category that “breakfast brands have been slow to move into”.

He adds: “I’m surprised that its taken this long for a brand to look at this part of the market because more breakfast to people in the UK is becoming more about convenience. We know that theres a negative perception around breakfast because people feel it gets in the way of everything else they have to do in the morning.

“We’ve spoken about the convenience of the brand in previous campaigns but the [new variant] takes our positioning to a new channel. We can now capture the attention of shoppers on a top up mission without forcing them to buy extra biscuits.”

Additionally, Mondelez is working on a series of in-store promotions that cross-promote its Belvita range with its Kenco coffee brand after its marketers noticed that people prefer to eat the biscuit with a hot drink. The move will was inspired by its ‘Early Morning Activation’ in-store initiative, which was piloted across Europe last year.

Belvita hopes to build on its performance last year and usurp Go Ahead’s biscuit range to become the top healthy biscuit in the UK before the end of 2013.

The breakfast biscuit is fast becoming a key battleground for food brands looking to exploit new consumption occasions for growth. Last June, Kellogg introduced breakfast biscuits under its Nutri-Grain brand. The cereal manufacturer said at the time that breakfast biscuits had “huge potential” but so far had not won over many UK consumers.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here