Stoats

Scottish oats brand Stoats has announced the launch of Toasted Oaty Flakes, a 100% wholegrain cereal.

Available now, the NPD comes in two flavours – Original (rsp: £2.49/550g) and Fruit & Nut (rsp: £2.99/550g) – and is made from ‘premium oats that have been cooked and roasted for extra crunch’. It joins a Stoats breakfast portfolio that includes the Porridge Sachets and Rustic Scottish Oat Muesli unveiled in May.

The latest offering follows a brand survey that revealed 46% of customers regularly ate cold cereal and would like to see Stoats products available in the category, which is down 3.4% in value sales to £1,334.3m [Kantar Worldpanel 52 w/e 24 April 2016]

“We are listening to consumers and their need for products that tick the boxes of health and wellness, which includes no added sugar, natural protein and wholegrains,” said managing director Tony Stone.

He added that the new product “is perfect for those who love porridge but are looking for alternative cold cereal options from mueslis and granolas”.