Home Food Biscuits belVita debuts in the Philippines focusing on wellness on-the-go breakfast

belVita debuts in the Philippines focusing on wellness on-the-go breakfast

Mondelez Philippines has released belVita breakfast biscuit to target the on-the-go breakfast occasion. For a balanced breakfast, it is recommended to pair belVita with dairy products and fruits, said Princess Landicho, belVita Brand Manager.

Skipping breakfast and consuming breakfast outside of homes

The key pain point for consumers is the lack of time, which resulted in consumers skipping breakfast. Mondelez cited a study by the Federation of American Societies for Experimental Biology (FASEB) Journal in 2013 showing one out of 5 adults in the Philippines tend to skip breakfast. Another statistics points to the practice of eating breakfast outside of homes by 13% of households in the National Capital Region.

Such consumer habits suggest an opportunity for belVita to fill the gap as the healthy and convenient breakfast that is perfect for on-the-go.

Celebrity brand ambassador

Young celebrity couple Padilla Tatlonghari-Yuzon and Yael Yuzon are the brand ambassadors of belVita in the Philippines. They represent the urban consumers who are living a hectic and active lifestyle but still want to jumpstart their day with nutritious breakfast.


The TVC in the Philippines is the repeat of the same approach used by belVita for the Malaysia and Indonesia markets featuring the young celebrity couple Bunga Citra Lestari from Indonesia and Ashraf Sinclair from Malaysia.


The breakfast biscuit was launched in China in 2015 and entered Indonesia and Malaysia in 2016. It is now available in more than 50 countries worldwide.

In the Philippines, belVita is available in two variants – Milk and Cereal, and Honey and Chocolate. BelVita is also purposely packaged to help consumers exercise portion control. It is available in a 4-pack box with a suggested retail price of PHP 30.50 (USD 0.57) and the single 20g pack worth PHP 8.25.

The belVita sold in the Philippines is made in the factory in Johor, Malaysia where it was recently expanded to serve the Southeast Asia market.





Anna Sapitan, Mondelez Philippines’ Marketing Manager for the Biscuits Category, said in press release that people are increasingly aware of “their well-being needs but are sometimes challenged by the lack of time to prepare and eat a balanced breakfast. Their preferences are evolving and they want snacks that are not only delicious but offer convenience and good nutrition. We see belVita entering the breakfast category by creating this new biscuit occasion.”





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