• Quaker is launching Ultimate Hearty & Rich Oats, as a new premium breakfast option
  • Using the Conway Oat variety (~50% thicker than jumbo oats), the new product provides a luxurious texture as well as an enhanced flavour
  • The launch allows retailers to capitalise on the growing premium oats opportunity, worth almost £30m2

Quaker is launching its most luxurious and ultra-thick porridge oats yet; Ultimate Hearty & Rich Oats. Consisting of a blend of different oats that have been carefully selected to offer an exceptional breakfast experience, the new launch will help retailers to capitalise on the success of premium oats, and grow their breakfast sales.

Traditional oats are experiencing dynamic growth[1], with premium oats representing the greatest opportunity in the hot cereals segment, now worth just under £30m[2]. Additionally, as those shopping for premium options spend 16% more[3], there is huge headroom for further growth. Quaker Ultimate Hearty & Rich features a blend of oats, including the Conway Oat variety which is exclusive to Quaker. Conway Oats must pass over 40 quality checks, before being rolled and kilned to deliver a beautiful golden colour. The final blend is Quaker’s thickest yet – ~50% thicker than its jumbo oats.

Liz Ashdown, senior marketing portfolio lead at Quaker, comments; “Those purchasing premium porridge are looking for more than just a functional meal, but also a breakfast that delivers an elevated taste and experience – they want a porridge they can savour. As the thickest oats we have to offer, Quaker Ultimate Hearty & Rich can only be created on the hob. Therefore, consumers can enjoy the experience of transforming the oats into deliciously creamy porridge.”

The launch offers retailers a great option to target those looking for an ultimate breakfast experience, with strong standout on shelf. As consumers often find it hard to differentiate the premium options available as part of the porridge aisle, the new launch from Quaker will stand-out on shelf as a luxury option. The packaging clearly demonstrates their high quality, with rich deep colours and a true focus on the oats themselves, sitting front and centre in a beautiful copper pan.

Quaker Ultimate Hearty & Rich will be available in stores from July (online at Ocado by the end of June), and unmissable in aisles with POS that reflects the product’s premium proposition.

[1] Nielsen Scantrack | Total Coverage | Hot Cereal – Trads | Data to: 20.02.21

[2] Nielsen MAT Dec.20 I Kantar Sept 2020 / Nielsen Scantrack | Total Coverage | Hot Cereals – Trads | Data to: 19.09.20

[3] Nielsen MAT Dec.20 I Kantar Sept 2020 / Nielsen Scantrack | Total Coverage | Hot Cereals – Trads | Data to: 19.09.20

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