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Desire For Healthier Breakfasts Drives Innovation In U.K., Globally

September 5, 2012: 12:00 AM EST
Companies that have not been considered breakfast food players are taking advantage of a health and wellness trend in the U.K.’s breakfast foods market, according to a report by Euromonitor. Kraft, for example, in 2009 launched its Belvita Breakfast Biscuits, packed with vitamins, minerals and whole grains. It has expanded the product line, offering a yogurt-filled version. Danone introduced a pourable yogurt to take advantage of the trend toward substituting yogurt for milk when eating breakfast cereals. The U.K. is the world's second largest breakfast cereals market after the U.S., experiencing two percent value growth in 2011. Euromonitor also reports on healthy breakfast trends in Ireland, Spain, India and developing countries.
Ewa Hudson, Global Head of Health and Wellness , "Health and Wellness Breakfast Trends", Euromonitor International, September 05, 2012, © Euromonitor International
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