Weetabix has become the latest brand to enter the booming breakfast biscuit market.

Rolling out from 21 January in three flavours - milk & cereal, apple & cinnamon and fruit & fibre - Weetabix On The Go comes in a 250g pack containing five four-biscuit servings (rsp: £2.19).

The milk & cereal and apple & cinnamon flavours will also be available in individual packs of four biscuits targeted at high-street retailers and c-stores at the introductory price of 39p (rsp: 55p).

A host of brands including Nutri-Grain, McVitie’s and Hovis have entered the breakfast biscuit market following the success of Belvita, which has grown 71.9% year-on-year to £44.5m [Nielsen 52w/e 13 October 2012].