With the introduction of new technology the world has become increasingly fast-paced and in almost every industry there are demands to do more with less. A natural by-product of this ‘time scarcity’ is that we have to cram more into our days, something working parents feel particularly acutely. For some, it’s got to the point where there isn’t even enough time to stop and eat. And this modern condition is what Sanitarium is attempting to cash in on with its new breakfast biscuit product Weet-Bix Go.
The product, which is being promoted on its website and Facebook page and through 30 and 15-second TVCs via Saatchi & Saatchi and 8, has the “energy and fibre of two Weet-Bix and 125ml milk”, according to the label. It also comes in four different flavours, including ‘honey and oat crunch’, ‘apricot coconut flavour fusion’, wild berry flavour burst’ and ‘apple cinnamon twist’. And while some have criticised breakfast biscuits for their lack of nutritional value, Sanitarium says this product has received a health star rating between 3-3.5 stars across the range.
Sanitarium is said to have created a new category when it started selling its liquid breakfast Up & Go in the late ’90s, and that category is growing quickly as more busy folk—and particularly younger busy folk—have breakfast at work or on the way there (according to www.foodanddrinkbusiness.com.au, “the proportion of Australians aged over 14 years who consume breakfast drinks in an average week has more than doubled over the past decade”). The same trend is being seen with breakfast biscuits and cereal bars and sales of Mondelez-owned BelVita, which launched its breakfast biscuit in 2012 in an effort to target the “46 percent of Kiwis who miss out on their morning meals at least once a week” have been growing strongly here and around the world.
- Check out our story on BelVita’s website redesign by digital agency Resn here.
According to Food Navigator, BelVita biscuits were launched in the US in 2012 and took a 1.8 percent share of the U.S. cookie market, with $66 million in sales, which continued to grow to just under $100 million in 2013. Food Navigator also reports cereal sales in the U.S. have been declining over the past decade and have dropped from $13.9 billion in 2000 to $10 billion in 2013 and products like BelVita have been cited as playing a part in this decline as consumers opt for nutrition-dense, on-the-go foods.
A recent Nielsen report also shows snacks as meal replacements across the day, not just for breakfast, are a growing opportunity.
It carried out a global study on snacking, polling 30,000 online consumers in 60 countries to find out what snacks are popular and to discover more on snacking behaviour.
The study showed more than three-quarters of global respondents (76 percent) eat snacks often or sometimes to satisfy their hunger between meals or to satisfy a craving, but fewer (45 percent) global respondents consume snacks as a meal alternative – 52 percent for breakfast, 43 percent for lunch and 40 percent for dinner. Middle East/Africa (58 percent) and Latin America (55 percent) respondents exceed the global average for eating snacks as a replacement meal.
“There is a perception that snacks are intended more for in-between meals than for actual meal replacements,” said Nielsen Global Professional Services executive vice president Susan Dunn. “But busy, on- the-go lifestyles often dictate a need for quick meals, and many opt for fast food options that can be high in calories and low in health benefits. There is a massive untapped opportunity to gain market share in the nutritious, portable and easy-to-eat meal alternative market that snack manufacturers could fill.”
Now we wait patiently for the eggs benedict-flavoured breakfast biscuits, leftover pizza-flavoured breakfast biscuits and, for the upcoming holiday season, Christmas ham and trifle-flavoured breakfast biscuits.
Saatchi & Saatchi
Executive creative director: Corey Chalmers
Creatives: Brad Collett, Jordan Sky
Agency producer: Amy Molloy
Business director: Michael Wood
Senior account manager: Amanda Brittain
Studio manager: Tias Somers
Production Company: 8com
Director: Michael Humphrey
Executive producer: Katie Millington
Music & sound design: Franklin Road