Seriously Oaty Hearty (rsp: £1.69 for eight sachets) is chunkier than the rest of the brand’s microwaveable convenience range and focuses on the functional benefits of oats to help lower cholesterol and maintain a healthy heart.
Spiced Apple and Sultana has also been added to the Seriously Oaty portfolio, containing apple, sultanas and cinnamon (rsp: £1.59).
Weetabix CEO Ken Wood said: “It is essential that Seriously Oaty continues to expand its portfolio. It aims to appeal to the growing set of adult consumers who are looking for a cereal which guarantees convenience and health in one package, without compromising on taste.”
More than 1.3 million new households bought hot cereals last year in sachets [TNS 52 w/e January 2, 2005] while hot cereals are the fastest-growing sector in the market, up 33% in value year-on-year [IRI 52 w/e October 1, 2005].