NORTHFIELD, IL: Kraft Foods is launching its belVita Breakfast Biscuits in the US by promoting them as a new morning concept for American consumers.
BelVita biscuits have been available in France for 10 years, noted Basil Maglaris, associate director of corporate communications at Kraft. The product is sold in 10 countries, most recently launching in the UK and Brazil last year, he added.
Maglaris explained that “PR and marketing play a huge role” in the belVita US launch because biscuits ...