Rice Krispies maker WK Kellogg’s third quarter profit and sales beat Wall Street forecasts amid strong demand for its breakfast brands.

For the three months to 30 September, the cereal company’s net sales fell to £531m ($689m), but this was up from analyst’s average estimates of £519m ($674m), according to LSEG complied data, Reuters reported.

Meanwhile, shares rose by around 10% in premarket trading and the company raised sales volumes, despite increased prices, as demand and brand loyalty remained steady.

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Of WK Kellogg’s six core cereal brands, which make up around 70% of total sales, five maintained or grew market share, while Raisin Bran and Frosted Flakes continued to be the fastest-growing brands.

It now expects full-year net sales growth of between a 1% fall and a 1% increase.

It comes as Associated British Foods, which brand’s include Twinings, Kingsmill and Jordans – a British manufacturer of breakfast cereals and cereal bars – posted a jump in profits over the full year, but a reduction in European sugar pricing is set to “significantly” impact the British Sugar operator next year.

In the year to 14 September, the British food group’s adjusted pre-tax profit surged 33% to £1.9bn, while grocery adjusted operating profit rose 17%.