Quaker Oats Goji & Blueberry Granola

quaker oats wholesome crunch granola

Who: PepsiCo

What: Quaker Oats Wholesome Crunch - Goji & Blueberry Granola

Where: Breakfast cereals

When: Launched June 2015

How much: Rsp: £3.89

Why: Quaker Oats made a major push into granola this summer, rolling out three ranges each offering different formats. The supplier is looking to tap the 20% volume growth in the granola category in an overall breakfast cereals market down 3.5% [IRI 52 w/e 25 April 2015]. The new ranges are Oat Granola, Warm & Crunchy Oat Clusters, and Wholesome Crunch (rsp: £3.89).

Consumer verdict: Strong brand association helped generate a good level of interest, as did the pack design and offer of interesting fruit. Many in the North were more impressed, and younger adults more keen than over-55s. Among those who liked it, there were comments of “sweet, tasty, healthy”, while those more critical responded with “too hard and crunchy, not enough fruit”. This division resulted in an overall score slightly below the category average, and potential sales were restricted to a more occasional basis.

Pre-trial purchase: 51%

Post-trial purchase: 37%

Better than what’s out there: 31%

New and different: 58%

Overall score: 38/50


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