Quaker is expanding its booming Oat So Simple brand with three multigrain recipes.
Owner PepsiCo is hoping to tap into interest in the health benefits of grains by adding rye and barley to its instant porridge. The new recipe will roll out from January in original, honey and fruit muesli variants, in sachets (rsp: £2.59 for 10) and pots (rsp: 99p).
Quaker hopes this will attract new consumers – particularly women aged 25 to 44 years – to the brand, which has grown 20.9% by value in the past year [Nielsen 52w/e 12 October 2013].
“We expect the health credentials of the grains will attract a slightly younger audience than the typical porridge consumer,” said Quaker group marketing director Patrick Kalotis. “There is still a lot of growth to be unlocked in the category as porridge is habit forming – the key is getting consumers to try it.”
Kalotis added that shoppers currently spent £12 on average every year on hot cereals such as porridge compared with £57 on cold ready-to-eat cereals, highlighting a opportunity for further growth.
Oat So Simple is to be supported with a TV advertising push throughout the winter.
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