Hovis has become the latest bakery brand to enter the £33m breakfast biscuit category with a new range of products.
Hovis Breakfast Bakes will be available in three varieties, including Oats & Honey, Malted Crunch, and Milk & Oats, and will contain 100% British wheat. The new biscuit line also benefits from whole grains of wheat and oats and a minimum of 5% wheatgerm, according to the firm.
Hovis’ new range is being supported with a 12-month marketing programme, which will include TV and money-off coupons on Hovis bread packs.
Iwan Williams, managing director at Hovis, said: "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."
The firm added that it predicts the new Hovis Breakfast Bakes will add £14m in sales during the next three years.