UK cereal manufacturer Weetabix has entered the breakfast biscuit category with the launch of an On The Go range.

The product line, which launches in singles and multipacks this month is available in three variants: Milk & Cereal, Apple with a hint of Cinnamon and Fruit & Fibre. The launch will be supported by a GBP6m media campaign including national TV advertising, PR, sampling and digital activity.

Weetabix is the latest company to enter the breakfast biscuit category following Kraft Foods’ launch of Belvita in 2010.

In June last year, 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.