THE healthier biscuits category is currently worth over £485m in the UK and is continuing to perform well, according to Mondelez International.
And it says its Belvita is the number-one healthy biscuit and leads the segment by introducing new formats.
Trade communications manager Susan Nash said: “Belvita has one of the highest repeat rates in the entire category at 62% and grew at 13% in 2016.”
For breakfast, Belvita is available in single packs of Strawberry Duo Crunch, Honey & Nut, Crunchy Hazelnut and Soft Bakes Choc Chip.
Nash said Mondelez will continue to invest in marketing the brand, adding: “The healthy biscuit category is still relatively new, with scope for development.
“Throughout 2016, Belvita was supported by TV and its biggest-ever sampling campaign and we will continue to support the brand this year.”
Mondelez advice on merchandising healthy biscuits is locate them in a highly visible area, use manufacturer POS to highlight products, particularly when introducing new lines, and make the most of manufacturers’ media campaigns by stocking and displaying products when they are being advertised.
Nash concluded: “The Belvita concept was founded on the insight that one in three people in the UK skips breakfast during the working week.
“As such, on-the-go breakfast formats present an extremely important opportunity for retailers.”