MOMA Foods, the oat drink and cereals brand now owned by A.G. Barr, has unveiled a new look and 10 more SKUs.
Based on consumer insight, MOMA has been given a clearer brand positioning aimed at helping its products stand out in the category and make it easier for shoppers to make more informed purchases. Shopper research conducted by the brand highlighted ‘category confusion’ with multiple products appearing to meet similar needs. It also raised concerns over health and taste credentials.
MOMA’s new look seeks to address these barriers by adding more taste, health and carbon labelling callouts on-pack. MOMA has also worked with local suppliers on a new ‘farm to pack promise’ for their entire oat drink range, committing to only use oats that are grown, harvested and packed in the UK within a 100-mile radius of its factory.
Alongside the redesign, the brand is rolling out 10 new SKUs: Signature Oat 1L (RRP £2:00; case of 6), Barista Oat and Extra Creamy Oat Milk (Both RRP £1.80; case of 6), Porridge Pots – Apple, Cinnamon & Brown Sugar and Blueberry & Vanilla (Both RRP £1.30; case of 8), Microwave Porridge Sachets – Apple, Cinnamon & Brown Sugar and Blueberry & Vanilla (Both RRP £3.30; 5 units per case, 7 sachets per unit), Gluten Free Microwave Porridge Sachet – Cranberry & Raisin (RRP £3.30; 5 units per case, 6 sachets per unit), and 250ml Ready to Drink Iced Coffee – Oat Latte Chocolate and Oat Latte Caramel (Both RRP £1.80; case of 12).
Helen Pomphrey, Marketing Director at MOMA, said: “We know we’re the cream of the crop when it comes to making products with our oats. Our high-quality ingredients set us apart from the rest. We’re really passionate about discovering new flavour combinations and finding new ways to elevate oats so that everyone can reap their nutritious and delicious benefits.
“This is an exciting new phase for the MOMA brand with a significant shift in our brand positioning and identity. Growth has slowed in the oat milk sector, so we’re on a mission to reduce ‘category confusion’ and bring in new shoppers by showing them how delicious and adaptable oat milk can be. Oat-based drinks can be enjoyed by everyone, not just as a substitute for dairy.”
