Devised by agency RPM, the Soft Bakes Bakery will offer passers-by samples of the new product range, which includes three flavours – Red Berries, Golden Grain and Choc Chips.
In reference to the name of the brand's new offering, the space will feature padded bakery walls and soft furnishings.
The tour will kick off at Asda Trafford Park, and the temporary bakery will go on to vist locations across the country, including Victoria and King's Cross stations in London, Leeds Briggate, Portsmouth, Watford, Hull and Birmingham. The tour will conclude on 24 October when it stops off at London's Southbank.
Belvita is running an in-store campaign with the strapline 'Try a softer start to the day' to support the experiential activity.
Sandra Ferreira, senior brand manager at Belvita said: "Our research has shown that 59% of consumers prefer soft products for breakfast so we know they are ready for our Soft Bakes and we’re looking forward to seeing people’s reactions to product. The Bakery is a fabulous way of engaging with consumers and allowing them to taste the range rather than just read about it. We hope everyone enjoys the activity."
Dom Robertson, managing director at RPM added: "We’re excited to be working with belVita for the first time on the launch of their biggest innovation since 2010. The OOH, retail and sensory experiential events will break down one of the key barriers to breakfast biscuits, texture; shaking up the category, getting the product in the hands of consumers and ultimately drive sales."
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