- The new pack design and 10 new SKUs roll out throughout November across all major mults, Ocado and Amazon.
- The redesign will also roll out across wholesale, foodservice and speciality coffee shops.
- Also available direct to consumers on momafoods.co.uk
MOMA Foods, the oat drink and cereals brand, has unveiled a strong new look and NPD, in a move designed to strengthen its position as the top choice for all things oats.
Based on consumer insight, MOMA has been given a clearer brand positioning, helping its products stand out in the category and making 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, as well as raised concerns over health and taste credentials*[1].
MOMA’s new look and feel addresses all of those barriers by adding more taste, health and carbon labelling call outs on pack, to celebrate their ‘Oats Made Extraordinary’. MOMA have also worked with local farm partners on a 100 mile ‘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 the factory.
Alongside the redesign, the brand is rolling out 10 new SKUs:
MOMA Signature Oat 1L (#RRP £2:00; case of 6)
It took 3 years to perfect MOMA’s Barista Oat Milk. The brand is now extending the range with a new Signature Oat for everyday use in cereal, tea, or perfect on its own.
MOMA Barista Oat and Extra Creamy Oat Milk (Both #RRP £1.80; case of 6)
This new chilled range in 750ml format is perfect for hot chocolate, chai, or for whipping up into pancakes or waffles.
MOMA Porridge:
MOMA Porridge Pots – Apple, Cinnamon & Brown Sugar and
Blueberry & Vanilla (Both #RRP £1.30; case of 8)
MOMA Microwave Porridge Sachets – Apple, Cinnamon & Brown Sugar and
Blueberry & Vanilla (Both #RRP £3.30; 5 units per case, 7 sachets per unit)
MOMA Gluten Free Microwave Porridge Sachet
Cranberry & Raisin (#RRP £3.30; 5 units per case, 6 sachets per unit)
Research shows that while shoppers see porridge oats as a healthy option for breakfast they’re also seen as traditional and safe. MOMA’s new launches offer a range of deliciously creamy porridge pots and sachets that use delicious real fruit inclusions and spices to elevate breakfast for the everyday.
MOMA 250ml Ready to Drink Iced Coffee
Oat Latte Chocolate and Oat Latte Caramel (Both #RRP £1.80; case of 12)
30% of coffees purchased in a coffee shop are made with oat milk, but just 2% of iced coffees are made with oat*[2], despite it being an excellent pairing for coffee. As oat experts, MOMA has created a delicious and convenient range of iced coffees that really hero the fantastic taste of oat and coffee, rather than relegating oat to a range extension of dairy based products.
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.”
#RRP set at the discretion of the retailer
[1] Think KWAD – MOMA qualitative independent research – Feb 2024
[2] * IRI Iced Coffee Total Market 52 w/e 10th June 2023
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