Belvita brands is a relative newcomer to the breakfast snacking industry, it is truly one of the fastest growing brands in that space for it’s convenient, tasty, and well-balanced approach to start the day or for afternoon snacking. The category has been dominated for years with granola, power bars, protein bars, and similar snacking items. Belvita has seen significant growth since its inception and needed a vehicle to stand out in the convenience store category. A traditional wire rack, form, fit, and function has been used for years and really wasn’t doing the job marketing at retail. A new concept to hold approximately 48 packages of Belvita in a branded Belvita coffee cup was designed to sit anywhere snack products were sold including coffee bar counters and convenience stores. A majority of US shoppers stop at a convenience store first thing in the morning for their daily essentials. This piece needed to stand out and make Belvita the product of choice for this product appeals to all consumers as a healthy on the go breakfast.