Kraft is claiming that Belvita, which launched in January this year, is the UK's only "specially designed breakfast biscuit".
Belvita is available in two variants, Fruit & Fibre and Milk & Cereals. It will be sold in two formats - a 50g pack priced at 49p and a 300g box containing six sachets of four biscuits, priced at £2.19.
The TV campaign which airs this week is centred on educating the brand's core target audience of 25- to 35-year-old women about the benefits of a balanced breakfast.
Capital FM breakfast radio presenters Johnny Vaughan and Lisa Snowdon play on their breakfast show banter in the ads.
Snowdon, who appears fulfilled, has just enjoyed a balanced breakfast including Belvita Breakfast and arrives in the studio in perfect time.
Vaughan, on the other hand, is pictured arriving late, dishevelled, unprepared and unravelling a greasy butty.
The TV spots will run for four weeks, supported by an eight week print campaign, and advertorial programme, retail promotions and sampling.
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