UB is launching a breakfast biscuit under its McVitie’s brand - as predicted by The Grocer two months ago.

Rolling out from 1 October, McVitie’s Breakfast will be available in three flavours - red berries, oat & honey, and apple, sultana & cinnamon - and will tap the breakfast biscuit market, which is worth about £40m but could reach £135m, according to UB.

McVitie’s Breakfast come in boxes containing six individually wrapped packs of four biscuits (rsp: £2.39), while the red berries variant will also roll out as a single-serve pack from November.

UB is supporting the launch with a £4m push including promotions, TV and press ads, digital activity and sampling.

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