belVita brings nutrition, taste and convenience to Chinese breakfast tables. Launch supports the company’s strategy to accelerate growth by expanding proven innovation platforms in key markets.
Mondelez International announced the launch of belVita breakfast biscuits in China, following its successful rollout in more than 50 markets around the world. Mondelez International is already the No. 1 biscuit maker in China with beloved brands such as Oreo, Chips Ahoy! and TUC. Leveraging consumer snacking trends around health and nutrition, the company is now bringing the very first breakfast biscuits to China.
belVita has been one of the company’s most successful innovation platforms. Born in France as Petit Déjeuner, the company launched the belVita brand in 2010 and has quickly expanded throughout Europe, Brazil, North America and Australia. Today, belVita is available in 54 countries and has become a global breakfast icon, generating over $600 million in revenues in 2014.
“Consumers in both developed and emerging markets are increasingly interested in health and nutrition for themselves and for their families,” said Mark Clouse, EVP and Chief Growth Officer. “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.”
“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,” said Stephen Maher, President of Mondelez China.