• Scott’s is re-invigorating its packaging as part of a new, modern look
  • The packaging refresh will appear on Scott’s Original Oats and Old-Fashioned Oats, championing the brand’s Scottish heritage and great tasting oats

Scott’s is launching a refreshed look across its classic oats ranges. The new packaging will launch across both Scott’s Original and Old-fashioned Oats from late February, and will highlight the authenticity and heritage of the brand.

Scott’s Porage Oats continues to outperform the segment with strong growth of +13.8% YTD[1] (traditional oats segment growth is +8.6% YTD[2]). With 57% of hots segment sales happening during the colder months[3], shoppers will be on the lookout for established oats brands to give them the best start to the day.

Heather Doyle, Portfolio and Innovation Brand Manager for Scott’s Oats, comments: Over the last year, we’ve seen consumers continue to appreciate authentic brands and products. Scott’s is loved for its established Scottish heritage and simple, high-quality product, our Oats have been Milled in Scotland since 1880 and this is something we wanted to celebrate. The new look will help to give our traditional image a modern twist for added stand-out on shelf but also shares more of our personality! We’re focusing on what the brand is about – great tasting, Scottish milled oats.”

The revamp will see typical Scottish humour brought to life on pack, with additions including Scottish phrases and their English translations, instructions on the traditional way to cook oats, and the way of spelling of ‘porage’ according to the brothers A&R Scott.

The new packs will be available across all channels from the 22nd of February 2021. A wider campaign will also be launching in Scotland, including extensive shopper marketing support.

[1] Kantar, Value % change YA sales, Scotts, YTD TY WE 16.01.21

[2] Kantar, Value % change YA sales, Trad Hots Total Value, YTD TY WE 16.01.21

[3] Kantar, Quaker Tracker, Value Sales HOTs by Segment, WE 19.09.20

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