date:Sep 07, 2012
sion.
Eating into the lucrative slot
Kraft Foods gobbles up the lions share of the breakfast market with its BelVita brand and essentially pioneered the concept of breakfast biscuits in the UK, Chipalkatti said. Within the first two years of launch BelVita shot to a worth of around 28m, she added.
Ildiko Szalai, analyst at Euromonitor International, said that BelVita is the strongest brand Hovis will have to face.
But this category is just emerging and so it is not too late an entry from the bre