Belvita

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Not to be confused with Velveeta.

Belvita, sometimes written belVita or BelVita, is a brand of breakfast biscuit sold originally by Kraft Foods and now by Mondelēz International, a U.S. company created from the global snacking and food brands of Kraft Foods. [1] The biscuits were first marketed in Europe,[citation needed] and were introduced to the United States market in 2012.[2][3]

In November 2011, Kraft Foods announced that it had given the U.S. advertising creative assignment for Belvita to Crispin Porter & Bogusky, an advertising agency that is part of MDC Partners.[4]

The product was launched in the United States on Super Bowl Sunday, and its online social media campaign in the United States uses influencer marketing.[citation needed] Influencers include illustrator Katie Rogers, fashion photographer Meagan Cignoli, intensati founder Patricia Moreno and Lukes Lobster founder Luke Holden.[citation needed]

In October 2012 in the United Kingdom, Belvita was reportedly the brand of biscuit showing the highest growth in sales.[5][6]

Lisa Snowdon, an English fashion model, television personality and presenter, was the face of Belvita in the United Kingdom from 2010-2014,[citation needed] having appeared in advertisements for the biscuits with fellow Capital FM DJ Johnny Vaughan.[citation needed]

References[edit]

  1. ^ "Kraft Is Betting Big On The Global Cookie Business' Future". Trefis. 24 September 2012. Retrieved 22 October 2012. 
  2. ^ Smith, Katie (21 December 2011). "US: Kraft to launch Belvita biscuits in the US". Just-Food. Retrieved 22 October 2012. 
  3. ^ MacArthur, Kate (February 14, 2012). "Kraft faces what-is-it question with breakfast biscuit launch". Crain's Chicago Business. Retrieved 22 October 2012. 
  4. ^ Elliott, Stuart (11 November 2011). "Kraft Gives Plum Assignment to Crispin Porter & Bogusky". Media Decoder. The New York Times. Retrieved 22 October 2012. 
  5. ^ Evans, Laura (19 October 2012). "UK biscuit brands feel full force of economic crunch". The Grocer. Retrieved 22 October 2012. The best performance came from ‘breakfast’ biscuit Belvita. Sales rose 84.5% by value and 66% by volume. 
  6. ^ "The REAL credit crunch: Sales of Hobnobs are crumbling as cash-strapped shoppers opt for own-label alternatives". Main Online. 20 October 2012. Retrieved 22 October 2012. 

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