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Basil Maglaris, Kraft Foods

Simone Brathwaite, Edelman


Kraft Foods Introduces belVita Breakfast Biscuits – A New Kind of Breakfast that Delivers Nutritious Sustained Energy for the Whole Morning

East Hanover, NJ — February 13, 2012 /PRNewswire/ — According to a new survey released by Kraft Foods’ belVita Breakfast, 63 percent of Americans admit they sometimes feel low on energy in the morning, which is not a surprise given fewer than half eat breakfast every day. To help Americans fuel up, Kraft Foods introduces a new kind of breakfast to the U.S.—belVita Breakfast Biscuits—lightly sweet, whole grain crunchy breakfast biscuits, specially developed to provide nutritious sustained energy to fuel your body for the whole morning. They hit store shelves nationwide this week in the cookie/cracker aisle.

“There is a tension in the morning—Americans know they should eat breakfast yet they often don’t have the time,” said Janda Lukin, Director of Innovation at Kraft Foods. “belVita Breakfast is the first of its kind in the U.S., marking the launch of an entirely new kind of breakfast, the ’breakfast biscuit.’ belVita Breakfast Biscuits are delicious, portable and will give you fuel—and help keep you going—for the whole morning.”

A Snapshot of American Mornings
The belVita Breakfast Energy Survey sought to understand breakfast habits and the role breakfast plays in providing Americans with the sustained morning energy they need . The survey results show that while overall morning energy levels and breakfast beliefs vary from coast to coast, there is one clear consensus—Americans are looking for new nutritious and delicious breakfast options that provide lasting energy for the whole morning.

Breakfast Beliefs Across the Nation

America’s Morning Power Grid

Grab Morning by the Biscuits
To help Americans fuel up in the morning, Kraft Foods worked with nutritionists to create 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.

“What I’ve come to love about belVita Breakfast is its versatility,” says Dr. Connie Guttersen, registered dietitian, author, creator of The Sonoma Diet and nutrition instructor at the Culinary Institute of America. “Whether pairing belVita Breakfast Biscuits with peanut butter, sliced bananas and a glass of low-fat milk or enjoying it on-the-go with a nonfat latte and an orange, there are numerous ways to enjoy belVita Breakfast as part of a nutritious breakfast.”

While breakfast biscuits are new to Americans, they have been enjoyed by Europeans for years. Kraft Foods introduced its first breakfast biscuits in France more than 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.

belVita Breakfast Biscuits are now available on U.S. store shelves nationwide in the cookie/cracker aisle. For more information, visit


About The Survey: The belVita Energy Survey presented by belVita Breakfast Biscuits is based on two studies conducted by StrategyOne from December 21, 2011 – January 4, 2012. The first, a national sample of 1,005 6-minute surveys were conducted online among U.S. Adults 18+. The results are nationally representative based on the U.S. Census indicators. With 95% confidence, the margin of error is +3.1%. The data was weighted to ensure that the sample’s composition reflects that of the actual U.S. population according to U.S. Census figures.

The second is a study conducted online in ten major U.S. cities among Adults 18+. The cities are: New York, Los Angeles, Chicago, Philadelphia, Boston, San Francisco, Dallas/Ft. Worth, Washington D.C., Atlanta, and Houston. A total of 2,000 5-minute surveys were conducted. Sample size of 200 per city, 100 male and 100 female per city. With 95% confidence, the margins of error within each individual city is + 6.93%.

About Kraft Foods: Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion. Twelve 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. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction will take at least 12 months to complete, during which time plans regarding the structure, management, governance and other matters will be announced. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor’s 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit and

About StrategyOne: StrategyOne, a Daniel J. Edelman company, employs custom public opinion research and secondary research methodologies to deliver strategic counsel to corporate, organizational and governmental clients globally. With offices in Atlanta, Chicago, London, New York, Paris, San Mateo, Washington, D.C., and Abu Dhabi StrategyOne provides global clients with evidence based stakeholder insights, analysis and measurement. Visit for more information.

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