BelVita first launched in 1998 as Le Petit Dejeuner. In french, this translates to “breakfast.” In 2010, they rebranded to their current name, and in 2012, the breakfast biscuits arrived in the United States. Today, BelVita is owned by Mondelez, the American giant that also owns Oreos, Chips Ahoy, Cadbury, Trident, and many more confectionary, food, and beverage brands we know by heart.
BelVita has found a growing consumer base in the US as cereal sales have continued to decline. According to one Credit Suisse analysis, cereal sales are declining at a steeper rate than cigarettes and canned-soups. BelVita has capitalized on this macro-trend -- cereal’s declining popularity -- marketing as a quick and healthy breakfast alternative. Witnessing the embrace of BelVita, cereal giants like Kellogg’s and General Mills have launched their own breakfast biscuits as a healthy alternative.
Though how healthy really is this biscuit alternative?
BelVita claims itself as “the only breakfast biscuit proven to slowly release carbohydrates over four hours, as part of a balanced breakfast.” While it's true that whole grains in these biscuits, like rye, oat, spelt, barley, and wheat, include slow-release carbohydrates, the biscuits also boast a high sugar content. However, BelVita’s Packaging can mislead customers. The label reads 2.5 grams of sugar per serving. Most people assume this means 2.5 grams of sugar per four biscuits, since the 225g box has five packets holding four biscuits each. But a BelVita serving is only one biscuit, not four, meaning a normal buyer may be consuming 10 grams of sugar rather than 2.5 grams. Further, the BelVita Oat Crunch lists sugar four times in the ingredients as: sugar, cane sugar, barley malt extract, and invert sugar.
So While the BelVita Biscuit concept undoubtedly sells (BelVita is Mondelez’s fifth best-selling brand in the US), opting for oatmeal, plain yogurt, healthy cereals, may be the smarter option. And if you’re looking for something similarly textured, packaged, and accessible, a Rip Van Wafel might just be perfect!
Sure, ditch the cereal. But if you do so, with 8 grams less sugar, 2 grams more fiber, and 100 less calories, opt for a low-sugar wafel instead of a dense biscuit.
At Rip Van Wafels, we set out to do one thing and one thing only: to improve people’s lives by inventing better, more convenient food. We want to challenge ourselves to push past the final frontier of food, to constantly change, and to find the next, best way to make incredibly tasty snacks. While plenty of brands claim to use the healthiest ingredients and the freshest sources, we’ve incorporated those values into the very core of our daily practices as a business.
Other big brands don’t care as much about reducing the high amounts of sugar and empty calories in their snacks as we do. We’re 100% committed to bringing you a better snack, one that’s low in sugar and uniquely amazing.