Mondelez’s belVita breakfast biscuit in Malaysia now comes in a sachet pack. Introducing the breakfast biscuit in sachet in March 2018 was mom-preneur Munas Van Boonstra who was described as living mornings full of spirit with belVita.
From actress Bunga Cintra Lestari, the brand is now engaging with famous female entrepreneurs like Munas Van Boonstra (founder of SuperMumpreneur) and Evelyn Marieta (founder of Wunderbath) to align the brand with urban and aspiring women to become their trusted snack to kickstart their morning.
Female consumers are snacking multiple times a day into all-occasions eating. At the recent Consumer Analyst Group of New York’s (CAGNY) conference, higher snacking frequency is one thing agreed on by packaged food executives, reported Convenience Store News. Mondelēz CEO Dirk Van de Put said “consumers today are working longer hours. As a result, people snack more in-between meals and as a replacement of meals.”
Clearly, not all consumers eat belVita during breakfast. The narrative of belVita can start to incorporate beyond the breakfast daypart into other snacking occasions. The belVita sachet sold in convenience store is in a good position to aim at the all-day snacking opportunity.
Available on Lazada
Mondelez has opened an official website on Lazada Malaysia in April 2018.