Belvita has added to its Soft Bakes range with the introduction of a new single-serve blueberry variant to target on-the-go shoppers.

The launch follows a successful year for both the total Belvita brand, which is now worth £79m and is growing at 3.5% year on year, and the Belvita Soft Bakes range which has seen sales grow by 13% (Nielsen, Total Coverage, Value Sales, w/e 28 December 2019),

The Blueberry Soft Bakes multipack was launched in 2018, and the new stand-alone version joins choc chip in the single-serve Belvita Soft Bakes range. It is available at an rrp of 60p, in cases of 20.

The launch will be part of a wider marketing campaign in the first quarter of 2020, which will focus on the Soft Bakes sub-range.

Alice Cuthill, brand executive for Belvita at Mondelez International, said: “Belvita Soft Bakes blueberry is the perfect product for shoppers looking for a convenient breakfast to give them energy for the whole morning. Not only is the Belvita brand growing, but Soft Bakes also had a great year in 2019. The blueberry flavour has been incredibly popular with shoppers in its multipack format, and we anticipate this will continue with the launch of the product in single-serve format.

To help retailers define and segment their main fixture and highlight a ‘breakfast biscuit’ section, Mondelēz offers shelf strips, available to order on