Cereal supplier Rude health is targeting “porridge purists” with the launch of traditional Scottish oats.

Rolling out to Waitrose stores this week, The Oatmeal (rsp: £2.99/750g) is made from cut and crushed grains rather than the flaked or rolled oats used in most porridges.

“We make porridge for the purists who want traditional taste, texture, value and health - and to make it themselves,” said Rude Health managing director Nick Barnard.