Belvita brekkie bakes arrive in convenience stores

Mondelez International is launching Belvita Soft Bakes Choc Chips breakfast biscuits into the convenience channel.

Multipack Soft Bakes Choc Chips were launched in the grocery channel in August 2015 and have sold 4.4million units. They’ll be available to convenience stores from June in single 50g packs, RRP 60p.

Soft Bakes Choc Chips are soft and chewy biscuits made with five wholegrains and chocolate chips.

Daniel Kessley, senior brand manager for biscuits at Mondelez, said Soft Bakes appeal to those put off by the texture of other breakfast biscuits.

“We believe this launch will complement the current Belvita singles portfolio and with out-of-home breakfasts enjoying double-digit growth, we believe this will help convenience retailers drive further sales,” he said.