McVitie’s looks to be considering a move into the breakfast biscuit market, in a bid to rival the likes of Kraft’s Belvita brand.
It has been reported in British Baker’s sister publication The Grocer, that McVitie’s parent company United Biscuits has applied to trademark the term ‘McVitie’s Breakfast’.
It is also believed that the firm submitted imagery of a cereal and fruit-based breakfast biscuit to accompany the application, but McVitie’s refused the confirm the reports.
Competition in the breakfast biscuit market looks set to be hotting up, with Kellogg’s also announcing a move in the arena with Nutri-Grain breakfast biscuits, last month.
The firm said the launch was designed “to offer retailers some much needed competition in the breakfast biscuit segment while bringing more people into the breakfast occasion”.
According to Kellogg’s the breakfast biscuit market is now worth £28m and is growing year-on-year by 156% (IRI & Kantar data).