Premier Foods is launching a new range of convenient breakfast biscuits under the Hovis brand.
Hovis Breakfast Bakes marks a brand development for Premier Foods as it enters the £33m 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.
Hovis Breakfast Bakes will be supported by a strong marketing programme over the next 12 months.