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.

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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.

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