BelVita Breakfast Biscuits

Kraft Foods has recently introduced the belVita Breakfast Biscuit to the United States. The belVita Biscuit has been sold in Europe for the last ten years, and has been sold in the United Kingdom for the past year.
The belVita Biscuit is basically a breakfast cookie, made from whole grains and fiber. It is being marketed to Americans who don’t have time for a complete breakfast. The biscuits come in blueberry, apple cinnamon and golden oat flavors. Instead of placing the breakfast cookie in the breakfast aisle along side the cereals and the granola bars, Kraft plans to place the breakfast cookie in the cookie and cracker aisle along side the Oreo cookies and the Ritz crackers. Not a smart move in my opinion, if they are looking for the belVita biscuit to become the next go-to quick breakfast bar.
The placement of the belVita biscuit isn’t the only hurdle the breakfast has though. Every time I hear the commercial on television, I think they are saying “Velveeta”. Velveeta is another Kraft brand, but it’s not a breakfast bar. It’s cheese. Processed cheese that is sold in a block. It’s a great melting cheese, good for cheese dips, macaroni and cheese, or sliced and melted on a cheeseburger.
I don’t think that Kraft was going for the mental association of cheese whenever I hear “belVita”. The only thing belVita and Velveeta have in common, besides being Kraft Foods products, is that both are sold in the same aisle, at least in my grocery store. Velveeta processed cheese is not sold in the UK, so the similarity in the product names was probably not apparent when belVita was introduced there. I think Kraft needs to rethink their product name, or add the word “biscuit” to their belVita commercials.









