Kraft Foods spends over 2m euros to launch BelVita and Oreo biscuits

Kraft Foods Romania, the biggest player on the chocolate and
coffee market, is starting its campaign on the segment of sweet
biscuits with a budget of over 2m euros in 2010. After having bet
on Lu brand in the past two years, a brand it took over from Danone
French producer in 2007 in an international deal, the company
yesterday announced the launch of BelVita wholegrain biscuits
domestically. The producer is thus battling Nestle on a market
valued at less than 50m euros, on which the Swiss company has been
the leader for several years. “We’re investing over one million
euros this year to launch BelVita in Romania. We want to boost
domestic consumption of wholegrain biscuits and reach the top
position on the category of sweet biscuits. At present, we rank
second,” stated Cristina Mosteanu, marketing manager chocolate
& biscuits with Kraft Foods Romania. BelVita generates annual
sales of around 250m euros for the US company, with the brand being
present in eight countries. The producer also brought Oreo sweet
biscuits, one of the biggest brands in Kraft Foods’ international
portfolio, in Romanian retail this year and threw Milka into battle
with the brands already established on the segment of chocolate
biscuits, such as Biskrem (Ulker) or Ulpio (Supreme
Chocolat).