The new flavours will be completely non-HFSS
Quaker Oats, is on a mission to offer more health driven breakfast choices that still offer flavour with the launch of its new ‘Oat So Simple – Simply Strawberry’ and ‘Oat So Simple – Simply Apple’. The tasty range of oats feature real fruit pieces and naturally sourced ingredients, with no added sugar. The launch of the range will see Quakers leading development in the hots and bars cereals category with a no added sugar product, that does not compromise on taste.
Health is the no.1 need at breakfast[1], with consumers choosing options they believe will leave them feeling fuelled and nourished for the day aheadHealth perceptions of cereals have declined over the past 5 years[2], with many associating these products with high sugar content – however, hot cereals are perceived as the best option for consumers trying to choose more health driven breakfasts. In fact, 46% of hot servings are for health[3]. That said, even the most health-conscious consumers do not want to forgo enjoyment for health, and taste remains the number one driver of consumption of cereals[4].
With shoppers naturally on the lookout for breakfast products that deliver on both flavour and meet their demands for lower-sugar breakfast options, the launch of Quaker’s Simply Range taps into the demand for “Permissible enjoyment”. This has been identified as a key motivation within consumers breakfast buying behaviour[5]. As the new Quaker Simply range contains no added sugar, Quaker is providing health-conscious customers with even more breakfast choices that do not compromise on taste. In fact, when tested, shoppers found the new range incredibly tasty, with 95% saying the product met their expectations[6].
Kate Utting, Senior Brand Manager for Quaker Oats at PepsiCo UK, comments:
“Our research found that health has become a massive consideration for consumers, with 60% reporting that they are taking steps to limit or reduce the amount of sugar in their diet [7]. This poses a huge opportunity in the cereal category, to offer consumers healthier choices. Taste is still crucial in providing a breakfast option people want to start their days with and through the launch of the ‘Simply’ range, we are offering consumers a range of tasty options without the added sugar.”
Quaker’s commitment to offering healthier options that still taste great extends beyond the ‘Simply’ range launch. The Quaker brand want to invest into NPD innovation and reformulation of SKUs to increase category growth in line with consumers now choosing health above all else at breakfast. Consumer testing of the reformulated recipes has been positive to date, with no noticeable difference found with the recently launched Porridge To Go recipe (despite having 35% less sugar), while the non-HFSS Golden Syrup sachets and pots were also preferred over the previous recipes.
Quaker Oats ‘Simply’ range is available from w/c 27th June, across the grocery channel.
[1] PepsiCo proprietary study via Kantar, covering (12,000) total breakfast occasions from (Dec 20- Jan21)
[2] Kantar: Usage Panel, Total In Home/ Carried Out, 52 W/e 15th May 2022 Vs 52 W/e 31st Dec 2017
3 Kantar: Usage Panel, Total In home/ Carried Out ,52 W/e 15th May 2022
[4] Kantar: Usage Panel, Total In home/ Carried Out ,52 W/e 15th May 2022
[5] PepsiCo proprietary study via Kantar, covering (12,000) total breakfast occasions from (Dec 20- Jan21)
7 PepsiCo Internal Research: Product Decision Test Jan ’22
[7] Mintel Attitudes Towards Sugar and Sweeteners, 2019
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