Crumbs! Exploding the Myth of Breakfast Biscuits

If you're one of the recent converts to "breakfast biscuits" it's worth reading on. The new fad for breakfast biscuits has made this sector one of the most dynamic parts of the biscuit category. Sales of Belvita have increased by 85% in the past year, and new products launched by Kellogg's and McVities have helped drive growth in the biscuit category in the past 12 months.
But despite the positioning of these products as a healthy and wholesome start to the day, it's worth pointing out that breakfast biscuits actually contain more saturated fats than established biscuits such as Hob Nobs and Digestives. And even when it comes to fibre content - which we know is good for us - only Belvita's Fruit & Fibre and Kellogg's breakfast biscuits have more fibre than Hobnobs.
So my advice is to take a look at the nutritional information on your favourite breakfast biscuit to make sure you're not being taken for a ride. To be honest, on the one occasion I actually tried Belvita biscuits I found them quite tasteless and bland. They certainly wouldn't be my preference for a quick breakfast on the go. With so many alternatives now, I can't say I understand the fascination with them.

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To see some of the projects I've worked on as a marketing consultant for food and drinks companies, go to www.sa-marketing.com