Nestlé is extending its Toffee Crisp confectionery brand into the breakfast cereals market.

Rolling out from 3 February, the cereal was made with crunchy toffee and chocolate cereal pieces and aimed at adults, said Nestlé, which claimed there were currently no chocolate cereals specifically targeting over 35s. It is produced by Cereal Partners - a joint venture between Nestlé and General Mills.

“We have an opportunity to delight adult chocolate cereal lovers with a more grown-up taste profile,” said Cereal Partners UK marketing manager Michelle Bull.

Toffee Crisp confectionery sales have grown 11.8% year on year to £28.4m [Nielsen 52 w/e 18 October 2013].

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