A few days ago we posted a review of Kraft’s new line of breakfast cookies, Belvita. Our bottom line was that as far as cookies go, it was OK. However, for breakfast, there are better options.
We were contacted by Kraft’s PR agency with the following:
…I’ve included some information about the nutritious sustained energy belVita Breakfast provides, the whole grain content and how belVita can be enjoyed as part of a balanced breakfast. I would be more than happy to connect you with a nutrition representative from Kraft to further discuss.
• Quality Carbohydrates: belVita Breakfast is a nutritious choice that delivers quality carbohydrates. Each 50-gram serving is an excellent source of whole grain, providing 18-20 grams of whole grains per serving. Nutrition experts recommend eating three or more servings of whole grain foods per day (about 16g whole grain per serving or at least 48g per day).
• Nutritious Sustained Energy: One of the unique benefits of belVita Breakfast biscuits is the regular and continuous release of carbohydrate to fuel the body throughout the morning. This nutritious sustained energy is a result of specially selected wholesome ingredients and a carefully controlled baking process.
• Part of a balanced breakfast: Enjoy belVita Breakfast Biscuits as part of a balanced breakfast with a serving of low-fat dairy and fruit, such as low-fat Greek yogurt and berries.
That sounds like a whole bunch of healthwashing to us, so we asked some more specific questions. We got answers yesterday afternoon.
Q: What makes this product any more “slow release” than a whole grain piece of toast?
A: We can’t speak to other foods, but belvita Breakfast Biscuits provide a slow release of carbohydrates throughout the morning due to the combination of grains and special baking process.
Q: How many people enjoy Belvita “as part of a balanced breakfast” vs eating only Belvita for breakfast?
A: Our biscuits were developed specifically for breakfast and we recommend they are paired with a piece of fruit and serving of low fat dairy for a balanced breakfast, in line with nutrition expert and government dietary recommendations. As you can see on our packaging, advertising and marketing materials, we consistently communicate this positioning to our consumers, and suggest ways to enjoy belVita as part of a balanced breakfast on-the-go – e.g. with a banana and a low-fat latte, or with yogurt and fruit.
Q: Wouldn’t it make sense for all the flour in Belvita to be from Whole grain? That way the fiber would be higher.
A: With belVita, the combination of ingredients is as important as the baking process. We took time to find the right combination of grains that are slowly digested to provide sustained energy over the course of the morning.
What can we say. Guess we missed the “special baking process” and the “special combination” of “slow release grains” that Kraft has somehow managed to discover while the rest of the world was sleeping. Nutrition marketing at its finest…