belVita Breakfast’s latest innovation, Soft Bakes Choc Chip, will be launching into the convenience channel this June in single portion packs.

Available in convenient 50g PMP and non-PMP formats (rrp 60p), belVita Soft Bakes Choc Chip is a soft and chewy baked biscuit made from wholegrains and choc chips.

belVita Breakfast said Soft Bakes has been one of its best performing launches.

belVita Breakfast is the UK’s number one healthy biscuit (Nielsen) and has continued to lead the segment by expanding into new formats that satisfy consumer need states. belVita has one of the highest repeat rates in the entire category at 62% (Kantar) and grew 16 per cent in 2015 (Nielsen).

Over the last year, the total brand has been supported by TV and its biggest ever sampling campaign, which has already delivered 2m Soft Bakes samples to UK consumers since September, to drive a stronger repeat rate and even more growth in the category, this will continue throughout 2016.

Daniel Kessler, senior brand manager for biscuits at Mondelēz International, said: “A reoccurring consumer barrier to breakfast biscuits appeared to be texture and so since launch, belVita Soft Bakes has really shaken up the category.

“We believe that this launch will perfectly complement the current belVita singles portfolio and with out-of-home breakfasts enjoying double digit growth, we believe this will help convenience retailers drive further on-the-go sales. It’s just another step in revolutionising the breakfast occasion in the UK.”