What the hell is a”breakfast biscuit” anyway? That’s the question that many Americans asked when Kraft introduced belVita breakfast biscuits to the U.S. market in 2012. Not quite a cookie, not quite a cracker, and not quite a granola bar, consumers and grocery store managers alike were perplexed with how to treat this new product. Breakfast biscuits had been popular in European countries, but Americas couldn’t figure them out. Kraft aggressively marketed belVita as a nutritious breakfast option to help clear the confusion, but many people continue to criticize this product as being nothing more than a glorified cookie. Leave it to Americans to complain when we finally have a legitimate excuse to eat cookies for breakfast.
belVita (which I promise you is not capitalized) is the latest product to get the big fat pumpkin spice treatment. The breakfast biscuits promise four hours of sustained energy, allowing it to compete directly with 5-hour energy shots and all but ensuring we eventually see a Cookie Dough flavored energy shot in the near future. Made from whole grain rolled oats, breakfast biscuits seem like a safe, logical vehicle to deliver more pumpkin spices into our diets. Many granola-type products have done so in recent years, and the combination works successfully.
You get a pleasant and satisfying snap when you bite into the belVita pumpkin spice breakfast biscuits. The biscuits are light with a great crispy crunch, but fall on the dry side. The initial flavor is very lightly sweetened, generic rolled oats. Spices bust through on the back end but are disappointingly mild. Are they distinctly pumpkin spice? In my opinion, not at all. If anything, I’m just tasting a little cinnamon. You would be equally successful convincing me these were cinnamon sugar, maple brown sugar, or just honey rolled oat belVita breakfast biscuits. These are basically graham crackers. Several bites into one, I realized i had created the silhouette of a mustachioed man:
Like a pumpkin spice Teddy Roosevelt
If you enjoy belVita products, odds are you’re going to like these belVita pumpkin spice breakfast biscuits. They deserve credit for using real dried pumpkin in the biscuits, but the pumpkin pie spices are faint at best. If you try to envision what they taste like, you are most likely dead-on. As a pumpkin spice product, however, I think these could have been so much more. Don’t skimp on my pumpkin pie spices. It’s September, after all, and I have 50,000 other pumpkin spice alternatives at my disposal. Unfortunately for me, I didn’t eat these for breakfast (it’s 10:00 PM) and I have no idea what I’m going to do with my remaining three hours hours of sustained energy.
Brings Back the Ghost of Theodore Roosevelt Rating: 6.5 out of 10
Delivers Four Hours of Pumpkin Energy Rating: Undetermined out of 10
Overall Rating: 5 out of 10
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While shopping for back-to-school snacks, I noticed that there has been a mini-explosion in the breakfast biscuit category (private label as well as a few other brands). I don’t know anyone actually eating them, though.
Right? I’ve noticed this too. They’re not marketed towards children, and most grown-up adults seem to opt for more nutritious alternatives. Are breakfast biscuits sweeping college campuses?