PepsiCo is to enter the crowded breakfast biscuit market with a range under its fast-growing Quaker Oat So Simple porridge brand.
Oat So Simple Breakfast Biscuits will roll out next month in three flavours: oats & milk, oats & fruit and oats & honey (rsp: £2.49/six packs of four biscuits).
PepsiCo said the range - described as high in fibre and made with wholegrain oats - would accelerate growth in the burgeoning breakfast biscuits category, which has risen 148% to more than £45m in the past two years [KantarWorldpanel 104 w/e 5 August 2012].
Compared with mature breakfast biscuit markets such as France, the UK offered “considerable headroom for growth”, according to new research by Kantar.
NPD had been key to growth in the category but “a lack of true innovation has seen diminishing returns”, Kantar claimed. Earlier this month Weetabix became the latest in a growing pack of A-list brands - including Nutri-Grain, McVitie’s and Hovis - to follow the lead set by Kraft-owned Belvita, which has grown 71.9% year-on-year to £44.5m [Nielsen 52 w/e 13 October 2012].
PepsiCo is supporting the Quaker biscuits launch with a multimedia push that includes TV. The Quaker brand, which has grown 23.3% year-on-year to £95.9m [Nielsen 52w/e 13 October 2012] is being extended with two new Oat So Simple porridge pots: strawberry, raspberry & cranberry, and vanilla & honey (rsp: 99p).