Kraft Introduces New Kind of Breakfast to U.S.

belVita biscuits kick off with Super Bowl pregame ad, police officer sampling

EAST HANOVER, N.J. -- Kraft Foods Inc. has launched a new breakfast category in the United States with belVita, Breakfast Biscuits.  Baked with whole grain, belVita Breakfast Biscuits are lightly sweet, crunchy biscuits that the company said provide nutritious sustained energy that lasts all morning. The new breakfast biscuits can be found in stores nationwide on February 6.

To introduce the nation to this new breakfast option, the belVita Breakfast brand is airing its first attention-grabbing commercial during the February 5 Super Bowl pregame show. The brand will also spread the word by partnering with cultural tastemakers--including Meagan Cignoli, fashion photographer; Luke Holden, owner of Luke's Lobster; and Katie Rodgers, fashion designer and illustrator--and launching a nationwide sampling effort.

In a nod to those who need a good start to the day the most, the company is delivering the first samples to 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."

The belVita Breakfast marketing campaign launches with humorous commercials directed by Miguel Arteta (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. 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.

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 more than16 million free samples of belVita Breakfast Biscuits to consumers across the country--one of the largest giveaways in Kraft Foods history--to introduce people to this new breakfast experience.

Kraft Foods worked with nutritionists to create delicious belVita Breakfast Biscuits that provide nutritious sustained energy. 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, said the company. Each individual package of four 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 are available in Blueberry, Golden Oat and Apple Cinnamon.

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.

Northfield, Ill.-based Kraft Foods is a global snacks company with a portfolio of biscuits, confectionery, beverage, cheese and grocery brands and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion; 12 of the company's iconic brands--Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident--generate revenue of more than $1 billion annually.