Flahavan’s, the leading Irish porridge oats brand, is expanding its convenience offering, introducing three new sachet products to its UK Quick Oats range.
The three new convenience sachet variants; Original, Red Berry and Apple, Raisin & Cinnamon, will join the brand’s successful Quick Oats Drum, containing oats that are more lightly milled for a quick cook time of just two minutes, and will be aimed at time-pressed consumers seeking a delicious, nourishing and convenient breakfast.
With absolutely no artificial colours, flavours or preservatives, the new products tap into increased consumer demand for more natural, less processed offerings which still offer health benefits. Naturally low in salt and saturated fat, all three variants are a source of wholegrain and protein, and are high in fibre.
The new sachets feature Flahavan’s naturally creamy Irish Oats – wholegrain and rolled for a textured bite – while the Apple, Raisin & Cinnamon and Red Berry variants include a selection of real fruit pieces.
The new convenient variants join the Flahavan’s range as part of the brand’s expanding selection of delicious and versatile breakfast choices.
“We have seen a big shift in the nature of breakfasts since the beginning of the Covid-19 pandemic, as many consumers have been making the most of a little more time in the mornings and making breakfast extra special[1].
“Of course, health is still high on the agenda so we’re very excited to be able to respond to these consumer changes with this new range,” explains Alice Quirke, Brand Manager for Export Markets at Flahavan’s.
“Excitingly, Flahavan’s is growing well ahead of the category with 14%[2] growth. This shows even more UK consumers are recognising the role that Flahavan’s plays when it comes to filling and delicious breakfast options.”
“Now that lockdown measures are easing and out-of-home breakfast occasions for UK consumers are on the rise, we are expecting to see the demand for easier and quicker to prepare options increase. Of course, shoppers will still be looking for interesting flavour combinations in line with the more exciting breakfasts that they have become accustomed to over the past year.
“Our launch of the new portion-sized Quick Oats Sachets will offer time-pressed consumers the chance to enjoy our premium Flahavan’s oats with the added benefit of real fruit pieces rather than the fruit flavourings offered by many other porridge brands on the market.
“What’s more, as none of the sachets in the Flahavan’s range contain any artificial colours, flavours or preservatives, busy consumers can enjoy a naturally wholesome and delicious breakfast, whether it’s at home, or at the office.”
Flahavan’s new Quick Oats Sachets will be distributed via selected Waitrose stores from early August at an RRP of £2.60. The Red Berry and Apple, Raisin & Cinnamon variants will be available in 320g boxes comprised of 8x 40g sachets, while the new and improved Original sachets will be available in 350g boxes comprised of 10x 35g sachets.
[1] Kantar Global Usage Report, July 2021, “Eating and drinking habits after COVID-19: What will stay and what will go?”
[2] 52 w/e 24th January 2021 Total Flahavans, Total Porridge, purchase data, Kantar, Worldpanel FMCG
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