• Quaker taps into booming hot cereals segment with bold new launch
  • Vibrant Oats brings porridge packed with real fruit pieces and colour to brighten up the morning, appealing to new, younger consumers
  • It meets the growing desire for healthier breakfast with 100% natural flavours and 100% wholegrain oats

This summer Quaker is lighting up the cereals category with the launch of Vibrant Oats. While porridge can sometimes be seen as bland and boring, Quaker’s newest launch is here to brighten people’s mornings.

But hang on, is that porridge… PINK?

Available in three flavours including Summer Fruits, Forest Fruits and Tropical Fruits*, Vibrant Oats offers vibrant flavour combinations and a multi-sensory experience. With the addition of milk (dairy or a vegan alternative), the natural fruit flavours and colours release into the porridge – the more it’s stirred, the brighter it becomes.

Heather Doyle, portfolio & innovation brand manager at Quaker, comments: “We want Vibrant Oats to be the talk of the town, a true trendsetter! The launch offers something completely different for the cereal category, bringing excitement back to breakfast. Offering a full multi-sensorial experience, we’ve reimagined the future of breakfast and hope to attract new, younger consumers into the hot cereals segment. We think it’s about time someone made porridge purple!

“Taste is the number one driver of consumers choice of cereal[1], yet porridge can be seen as bland and beige – from box to bowl – with people rejecting porridge based on its taste[2]. Therefore, we wanted to launch a product that changes that; turning porridge from beige to bold and introducing delicious fruit flavour combinations.”

Sales of porridge have boomed during lockdown[3], as people have remained at home and spent more time on breakfast[4]. Alongside this there has been a rise in health trends. As a result, oats are now the number one choice for consumers looking for a healthy breakfast[5]. Therefore, the launch aims to not only offer a great taste (and a lot of fun), but also still hit the mark for health-conscious shoppers. Vibrant Oats features 100% wholegrain, contains no artificial colours and flavours, but instead offers a naturally vibrant breakfast.

Vibrant Oats Summer and Forest Fruits launch in store and online from the 14th June, and Tropical Fruits will be available exclusively in Tesco from 3rd August Their launch will be supported by a 360 campaign in August to drive sample and trial, visible across OOH, in-store (through disruptive POS), digital and social.

[1] Kantar Usage Panel, In Home & Carried out, Total Food & Drink, 28 w/e to 04.10.20

[2] Pepsico Consumer U&A 2018

[4] Pepsico Internal Research: Consumer sentiment study 2020

[5] Kantar WPO Usage Panel 52WE Rolling | Nielsen EPOS Full Year OT+TT, Pepsico Internal

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