Kraft Foods Introduces New Kind of Breakfast in the U.S.

To introduce the nation to this new breakfast option, the belVita Breakfast brand is calling on Americans to "Power Up, People" with its first attention-grabbing commercial appearing during the February 5 football pre-game show.

Feb 2 2012 --- Kraft Foods announces the launch of a new breakfast category in the U.S. with belVita, Breakfast Biscuits. Specially baked with whole grain, belVita Breakfast Biscuits are lightly sweet, crunchy biscuits that provide nutritious sustained energy that lasts all morning. The new breakfast biscuits can be found in the cookie/cracker aisle of stores nationwide on February 6.

To introduce the nation to this new breakfast option, the belVita Breakfast brand is calling on Americans to "Power Up, People" with its first attention-grabbing commercial appearing during the February 5 football pre-game show. The brand will also spread the word about this delicious new breakfast by partnering with cultural tastemakers and launching a nationwide sampling effort.  In a nod to those who need a good start to the day the most, the first samples are being delivered to America's finest, police officers across the country.

"We're thrilled to introduce an entirely new kind of breakfast with belVita Breakfast Biscuits," said Janda Lukin, Director of Innovation at Kraft Foods.  "Europeans have been enjoying breakfast biscuits for years – now it's time for America to give them a try."

belVita Breakfast Kicks off During the Pre-Game
The belVita Breakfast marketing campaign launches with humorous commercials directed by Miguel Arteta (auteur of Cedar Rapids and The Good Girl), which encourage people to fuel their mornings with new belVita Breakfast Biscuits. Using the tag line "Power Up, People", the spots feature a couple of small town cops who power up every day with belVita Breakfast. They use their newfound energy to serve and protect their local citizens with unprecedented gusto, saving them from such threats as expired milk or helping them rescue an escaped pet rabbit.

Powering Up America's Finest
To extend its message beyond the small screen, the brand teamed up with the National Association of Police Organizations (NAPO) to ship the first belVita Breakfast samples to 128 police groups across the nation this week.  Local police officers will have the chance to try the breakfast biscuits before they hit store shelves nationwide, getting the nutritious sustained energy they need to protect and serve their communities.

Kraft Foods will also distribute over 16 million free samples of belVita Breakfast Biscuits to consumers across the country one of the largest giveaways in Kraft Foods history in order to introduce people to this new breakfast experience.

belVita's Breakfast's "Power Up Pros"
belVita Breakfast has partnered with cultural tastemakers from across the country who exemplify the belVita Breakfast lifestyle and champion sustained morning energy. From fashion to fitness to food, these individuals dubbed the "Power Up Pros" represent a myriad of fields and are heralded for their drive, entrepreneurialism, optimism and active lifestyle. Power Up Pros include Meagan Cignoli, fashion photographer; Luke Holden, owner of Luke's Lobster; and Katie Rodgers, fashion designer and illustrator.  The Pros are creating inspirational content that illustrates their take on the belVita Breakfast lifestyle.   

Grab Morning by the Biscuits
To help Americans power up in the morning, Kraft Foods worked with nutritionists to create delicious belVita Breakfast Biscuits that provide nutritious sustained energy to help fuel your body throughout the morning. The sustained energy release results 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. Each individual package of four crunchy biscuits is portioned for breakfast, has 18-20g whole grains per serving and is a good source of fiber and four B vitamins. Additionally, belVita Breakfast contains no high fructose corn syrup, no partially hydrogenated oils, and no artificial flavors or sweeteners. belVita Breakfast Biscuits can be enjoyed as part of a balanced breakfast with a piece of fruit and a serving of fat-free or low fat dairy – such as a banana and a yogurt. belVita Breakfast Biscuits are available in Blueberry, Golden Oat and Apple Cinnamon.

While breakfast biscuits are new to Americans, they have been enjoyed by Europeans for decades.  Kraft Foods introduced its first breakfast biscuits in France over a decade ago and now sells belVita biscuits in more than ten countries including Belgium, Czech Republic, Portugal, Hungary, Poland, the United Kingdom and Brazil.