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Breakfast Biscuits Contribute To Steady Decline Of Breakfast Cereals

January 24, 2018: 12:00 AM EST
Breakfast cereal sales are declining as fast as canned soup and cigarette sales, thanks in part to the rise of the simple breakfast biscuit, whose success is typified by Mondelez International’s belVita brand. Since its debut in the U.S. in 2012, sales have doubled to more than $600 million. Marketed as a healthful and nutritious energy boost, European-style belVita has gathered a loyal following as America’s breakfast preferences have changed dramatically. belVita’s sales have grown by double digits every year. On the other hand, breakfast cereal – which remains big business at $8.4 billion annually – has been declining at an annual rate of 2.6 percent over the past four years.. [Image Credit: © Mondelez International ]
Greg Trotter, "How Breakfast Biscuit Became a Cereal Killer", Chicago Tribune, January 24, 2018, © Chicago Tribune
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