But in recent years cheaper store brands and hectic lifestyles that favored breakfast on the go sliced into sales.

FORBES: Healthy?

Some brands are being transplanted into adjacent markets: the new Hovis Breakfast Bake is a whole-grain biscuit that Premier hopes will take some of the growing market for on-the-go breakfasts.

ECONOMIST: A debt-ridden firm tries to breathe new life into old brands