belVita's billionth biscuit served in the US

For centuries, Americans have enjoyed biscuits of the flaky, fluffy, buttermilk variety, but in the past 18 months, the nation seems to have embraced a whole new kind of breakfast biscuit.  Since launching in the U.S. in February 2012, belVita has shipped more than one billion of its crunchy biscuits typical of European tradition. This number is enough for 250 million nutritious breakfasts.

"Many Americans have already made belVita part of their morning routines," said Mondelēz International’s senior marketing director Gary Osifchin. "We're pleased to have introduced this new breakfast option to American consumers, and this summer, we're excited to offer even more options with the launch of belVita Soft Baked Breakfast Biscuits, available in mixed berry and oats & chocolate flavours."

The phenomenon is contributing positively to Mondelēz’s Q2 earnings. Demand for U.S. biscuits on the whole grew 5% or more for the eighth consecutive quarter.

The brand introduced its first breakfast biscuits in France more than a decade ago under Kraft Foods and is now sold in more than 40 countries under Mondelēz. The brand is said to provide steady energy from a combination of carefully selected ingredients and a special baking process that helps preserve the integrity of the grain so that the carbohydrates are slowly released in the body. They provide 18-20 grams of whole grains and are a good source of fiber¹.

A new soft biscuit option, belVita Soft Baked Breakfast Biscuits, is a source of fibre, made with 11 gramsAir Jordan