Quaker Oats is delivering on taste with the launch of its new ‘Heavenly Oats’ range which comes in two flavours – Chocolate Orange, with rich cocoa and with dark chocolate flakes, and Caramel Fudge, made with gooey fudge pieces. The range is non-High Fat Salt Sugar (HFSS) and will be available in the grocery channel from 15th August, and forms part of Quakers’ wider reformulation efforts – seen through the recent launch of two non-HFSS Oats So Simple products

The pots segment has bounced back since lockdown restrictions have eased, growing 19.9% MAT and regaining its share of cereals back to pre-covid levels[1]. PepsiCo research has found that consumers are looking for more convenient breakfast options, with ‘active’ breakfasts accounting for 27% of breakfast occasions*[2]. The Quaker ‘Heavenly Oats’ range is expected to boost the pots segment even further, tapping into shopper demand for great tasting breakfasts. Taste is the no 1 driver for more ‘active’ breakfasts[3], and the new launches from Quaker deliver on this demand for flavour, while also being non-HFSS.

The launch of Heavenly Oats also coincides with changes made to the Quakers Oat So Simple core pots range to improve texture. After listening to consumer feedback, the new Oat So Simple recipes are made with a NEW blend of Jumbo and Rolled oats, resulting in a deliciously creamy porridge that has larger, more visible oat flakes.

Heather Doyle, Quaker Oats Senior Brand Manager commented: “Convenience has become increasingly important as more people are on the move and people return to the office. Consumers are also looking for healthier breakfast choices that offer lots of flavour. Quaker ‘Heavenly Oats’ is the perfect solution as it’s a rich and deliciously tasty perfect portion of porridge.”

Quaker ‘Heavenly Oats’ Chocolate Orange and Caramel Fudge, will be available in 8 x 59g pots, whilst Caramel Fudge will be in an 8 x 58g pot – RRP £1.15.

*Where consumers are doing something whilst consuming breakfast

[1] Nielsen Value Share, w/e 01/06/2019 – w/e 18/06/2022

[2] [2] PepsiCo proprietary study via Kantar, covering (12,000) total breakfast occasions from (Dec 20- Jan21)

[3] PepsiCo proprietary study via Kantar, covering (12,000) total breakfast occasions from (Dec 20- Jan21)

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