Premier Foods Enters the Breakfast Biscuit Market

With the consumption of breakfast biscuits increasing significantly in recent years, they aim to take advantage of this by providing busy consumers with a contemporary, flavoursome and convenient breakfast alternative.

4 Sep 2012 --- Premier Foods, home to some of Britain’s most loved food brands, is launching a new wholesome and convenient range of breakfast biscuits under the Hovis brand. 

Hovis Breakfast Bakes marks an important brand development for Premier Foods as it enters the £33 million breakfast biscuits category targeting a genuine need among busy consumers, particularly women aged 25 to 45, many of whom skip breakfast regularly.

Hovis Breakfast Bakes will be launched in three varieties: Oats & Honey, Malted Crunch, and Milk & Oats.  In common with all Hovis products, they will be made with flour milled from 100% British wheat, contain no artificial flavourings or preservatives.  Each Hovis Breakfast Bake will contain whole grains of wheat and oats and a minimum of 5% wheatgerm.

Iwan Williams, Managing Director, comments: “Hovis is one of the country’s most recognised and loved brands and this launch helps us build on our strong health credentials.  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.”

“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.”

Hovis Breakfast Bakes will be supported by a strong marketing programme over the next 12 months.