Quaker Oats has launched a new range of porridge sachets, which it claims contain enhanced nutritional qualities.
The new ‘Super Goodness’ range has been developed to meet increasing consumer demand for positive nutrition in the form of simple, wholesome ingredients. Launching in end-July, it will contain five variants – three ‘Super Goodness Super Grains’ flavours (Original; Apple, Cinnamon and Raisin; and Raspberry & Cranberry), all of which contain wholegrain oats, red quinoa, flaxseed and barley; and two ‘Super Goodness Super Fruits’ flavours (Blueberry, Cranberry & Guava; Raspberry, Apple & Acai), which have wholegrain oats, real pieces of fruit and added nutrients. All of them have an RRP of £2.99.
With a premium packaging design which emphasises the product’s health credentials, the new range is designed to attract new consumers and drive sales for retailers whilst helping ignite growth within the cereals category. The launch will be supported with a new TV campaign and in store marketing from September.
Duncan McKay, Senior Marketing Manager, Grains UK, comments: “Taste, health and convenience continue to be important drivers at breakfast time, but consumers are also increasingly seeking a wholesome breakfast which is made with nutritious ingredients. Hot cereals continue to meet this demand and Quaker Oats has been instrumental in driving growth in the cereals category by 65%, with sales doubling over the last seven years. Whilst Quaker continues to deliver strong results, we believe there is further opportunity to grow the cereals category by tapping into the demand for products which offer additional health benefits and our new Super Goodness sub-brand is set to do exactly that.”