McVitie’s looks set for a move into the burgeoning breakfast biscuit market.

Brand owner United Biscuits has applied to register the trademark ‘McVitie’s Breakfast’, with a picture of cereal and fruit-based breakfast biscuits accompanying the application.

A move into breakfast biscuits would allow it to tap into a market that has grown 115% by value to £40m over the past year [SymphonyIRI 52 w/e 19 May 2012], thanks to new products from suppliers including Kraft and Kellogg’s. Last month, Kellogg’s Nutri-Grain went head-to-head with Kraft’s Belvita, launching a three-strong breakfast biscuit range.

Belvita, food brand winner in this year’s The Grocer Gold Awards, expanded in January with new flavours after smashing second-year sales targets to hit over £27m in 2011.

McVitie’s would need to give a clear product message, said Jossie Clayton, senior planning manager at brand consultancy The Gild.

“Belvita’s ‘specially designed for breakfast’ claim says that although it’s a biscuit, it’s a credible breakfast,” she said. “McVitie’s will need to come up with something more motivating than an existing expertise in biscuits.”

UB refused to comment on the application.