Premier Foods enters breakfast biscuit market

Premier Foods has made its first foray into the UK's £33 million breakfast biscuit market with the launch of Hovis Breakfast Bakes.

Premier Foods has created three new lines under the Hovis brand - Oats & Honey, Malted Crunch and Mill & Oats.  The firm said that it would  market the new products as a convenience breakfast food for women in the 25-45 age bracket - a demographic which has a high proportion of people who regularly skip breakfast.

 "With the consumption of breakfast biscuits increasing significantly in recent years, we aim to take advantage of this by providing busy consumers with a contemporary, flavoursome and convenient breakfast alternative," said Iwan Williams, Premier Foods' managing director.

"We are working on a range of innovations across our portfolio of brands, aligning to consumer tastes as well as expanding into broader categories to drive growth."

Premier Foods becomes the latest company to target the breakfast biscuit market after Kraft Foods first launched Belvita in 2010. In June, Kellogg launched breakfast biscuits under its Nutri-Grain brand but whilst the US firm recognised the "huge potential" of the market, around only 16% had tried the products already on the market.