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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

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.

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now