Quaker Oats is introducing a new Caramelised Biscuit flavour to its ‘Oat So Simple’ range.
Available in the grocery channel from the middle of this month, the breakfast option comes in two formats: sachets (10pk – 334g) and an on-the-go pot (57g).
The brand noted that there has been a growing demand for ‘Speculaas’ flavours – the traditional name of a caramelised biscuit from Belgium and the Netherlands, which is in the top 20 fastest-growing sweet flavours for the past three years. Over the last few years, consumers have taken to social media to create dessert-inspired oats, including creating caramelised biscuit-flavoured combinations. Quaker’s latest NPD aims to tap into this demand, and is also made with natural flavours.
Claire Molyneux, Head of Brand for Quaker at PepsiCo, commented: “We’ve seen a real demand for caramelised biscuit-flavoured breakfast products on social media, where consumers combine the flavour profile of caramelised biscuits with our Quaker Oats, with recipes accumulating millions of views across platforms. It was a no-brainer to bring the caramelised biscuit flavour to our portfolio and tap into consumer demand, with the concept performing well in consumer testing.
“9/10 of consumers eat breakfast every day, making it the largest meal occasion in the UK. With this in mind, there is a huge headroom for growth, with flavour playing a major role in attracting shoppers – 71% of consumers tend to eat the same breakfast every day. 50% of these however said that they would widen their choice of breakfast if more exciting flavours were available. Our aim with Quaker Oat So Simple Caramelised Biscuit is for this new flavour to excite existing and new customers, as well as demonstrate our commitment to launching innovative flavours that consumers love.”
Quaker Oat So Simple Caramelised Biscuit will be available in 57g pots (£1.29 / 5 for £5 RRP) and Sachets 10pk/334g (£3.50 / 2 for £5 RRP). The launch will be backed by a marketing campaign, including OOH, social, influencer, PR, and in-store support.
