Waitrose has begun exclusively stock a new 100% traditional Scottish porridge from Rude Health, called ‘The Oatmeal’. The product, which is made from Organic Scottish Oatmeal, will be available at independent stores nationwide from July
The Oatmeal, which contains a blend of steel cut pinhead and medium oatmeal, is being sold at an RRP of £2.99 for 750g.
Rude Health noted: “Hot oat cereals NPD and category growth has been all about adding cheap and unhealthy sweetness, in over packaged and very expensive (pence per gram) formats, such as pots and sachets. Rude Health makes porridge for the purists – young and old – who want traditional taste, texture, value and health – and to make it themselves. It’s all about the experience, and the ceremony of making your breakfast, as well as the comfort of knowing what goes into your porridge is 100% natural and unrefined.”
NamNews - Friday 22nd June 2012