Premier Foods plc has become the latest company to launch a range of breakfast biscuits in the UK.
The group is hoping to tap into the GBP33m (US$52.4m) breakfast biscuit market with the launch of Hovis Breakfast Bakes. It has developed three lines: Oats & Honey; Malted Crunch; and Milk & Oats.
Premier is the latest company to enter the breakfast biscuit category following Kraft Foods' launch of Belvita in 2010.
In June, Kellogg introduced breakfast biscuits under its Nutri-Grain brand. The US cereal manufacturer said breakfast biscuits had "huge potential" but had so far not won over many UK consumers. It said 16% of households had tried the products already in the market.
Source:
http://www.just-food.com/news/premier-rolls-out-hovis-breakfast-bake-line_id120369.aspx
