Kraft is dropping celebrities Lisa Snowdon and Johnny Vaughan from ads for its Belvita breakfast biscuit range as it looks to switch to promoting the nutritional benefit of the brand. The company, which claims it created the breakfast biscuit category two years ago when Belvita launched, says it wants to differentiate the product through the science and nutrition behind it. It aims to set itself apart from rival products such as Weetabix, which launched breakfast biscuits after Belvita.
