Quaker Oats Warm & Crunchy Oat Clusters: Cranberry & Apple

quaker oats warm and crunchy

Who: PepsiCo

What: Quaker Oats Warm & Crunchy Oat Clusters: Cranberry & Apple

Where: Breakfast cereals

When: Launched June 2015

How much: Rsp: £2.99/384g

Why: Quaker Oat So Simple is the biggest brand in hot cereals, with sales up 3.3% to £107.8m [IRI 52 w/e 20 June 2015], but until June had just one product in the booming granola segment - which is up 20% in value and volume [IRI 52 w/e 25 April 2015]. That changed with the introduction of eight SKUs. Along with three flavours of Oat Granola and three Wholesome Crunch, this range also includes Golden Crunch apples & cinnamon.

Consumer verdict: There was a good level of pre-trial interest among testers thanks to the strong Quaker Oats branding, and the packaging - which includes eight individual sachets - was well received. After testing, Northerners awarded a perfect mark of 50, while those in the Midlands scored it just 27. Those less receptive commented it was rather soggy and stodgy, and lacked fruit. Despite a low rating on value for money, a quarter said they would buy it at least fortnightly.

Pre-trial purchase: 43%

Post-trial purchase: 54%

Better than what’s out there: 44%

New and different: 85%

Overall score: 38/50


What is Fast Foodfax?

It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information. Fast Foodfax is prepared by Cambridge Market Research, which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards. 

Tel. 01223 492 050 Email: Info@CambridgeMR.com