Belvita Biscuits is hoping to bring innovation to the breakfast category with the launch of new Belvita Tops.

Available now in strawberry and choco hazelnut variants, Belvita Tops are crispy biscuits made with wholegrain cereals and a flavoured topping. They come in 5 x 3 packs of biscuits with an rrp of £2.79.

Previously launched in France, Belvita Tops will be supported by a £2m marketing investment, including TV, radio, digital and sampling activity.

Rick Lawrence, marketing manager for biscuits at Mondelēz International said: “You won’t find anything quite like this on the nation’s breakfast biscuit shelves at the moment that will satisfy consumer need states – nutrition, convenience and great taste. 

“With significant marketing investment, this new launch is likely to be front of mind with shoppers, so retailers should make the most of the opportunity to get even more out of the UK’s number one breakfast biscuit.”