Competition in the breakfast biscuit market has pushed down prices by an energy-sapping 14%.

The average price fell 13.8% [IRI 52 w/e 17 August] as the number of players in the category has increased.

Kellogg’s Nutri-Grain was worst affected, down 24.5% to £5.56/kg, followed by Belvita Breakfast, down 12.1% to £5.36. The price cuts have been prompted by the entry of brands such as McVitie’s, Weetabix and Quaker in the past year. McVitie’s has sold for an average of £4.32 a unit in the past year, Weetabix for £5.33 and Quaker for £4.47, forcing more expensive brands to increase deal activity.