Porridge brand Quaker Oats is hoping to ignite growth in the cereals category this autumn, as it rolls out a raft of new product innovation.
Hot on the heels of the launch of its new ‘Super Goodness’ range of porridge, Quaker is introducing a brand new ‘on the go’ pouch format, plus a new range of Oat Muesli, both of which are available in three flavours.
The brand said the new breakfast pouch range, ‘Quaker Oat & Fruit Breakfast’, has been developed to meet increasing consumer demand for on the go breakfast options. The 200g pouches (RRP £1.39) contain oats, fruit purée and natural yogurt, and come in three flavours – Red Fruits, Apple & Cinnamon and Blueberry.
Initially available in Tesco stores only, the launch will be supported with a social media campaign as well as in-store shopper marketing initiatives to drive engagement, awareness and trial.
Launching at the same time, ‘Quaker Oat Muesli’ has been developed to stimulate the muesli segment and appeal to over 45’s in particular. Available in a 650g re-sealable Ziploc stand-up pouch (RRP £2.69) in three flavours; Strawberry, Nuts & Seeds and Dates & Coconut, the premium pack design displays the product’s health credentials.
Duncan McKay, Senior Marketing Manager, Grains UK, commented: “Quaker Oats has been instrumental in driving growth in the hot cereals category by 65%, with sales doubling over the last seven years, and this year will be no different. We have listened to consumers and we are responding to their needs with a whole raft of new product development initiatives, all of which are designed to inject growth into the category.
“We are particularly excited by the launch of our new breakfast pouch range, as demand for convenient on the go breakfast options is at a peak and our new ‘Oat & Fruit Breakfast’ is unique to the market, so we expect it to do very well. We are also optimistic that our Quaker Oat Muesli will help to reverse the decline in demand amongst shoppers aged 45 and over.”