Oats' new status as a superfood has prompted several manufacturers to push further into porridge territory via Tesco shelves.
Organic muesli maker Rude Health is expanding into the territory with a three-strong range that boasts many health benefits, Manchester-based Simpsons is hitting the on-the-go sector with its first branded ready-to-eat ambient porridge, while Irish producer Flahavans has extended its menu with an organic line.
The Rude Health trio consists of Essential - a traditional mix - a nuttier Scottish oatmeal called Hearty and a Vitality product made from oats, barley, rye and quinoa, as well as sunflower, pumpkin, sesame and poppy seeds, rich in Omega-3 and 6.
All the products are free from wheat, dairy, sugar and salt and come in 1kg biodegradeable brown paper bags, priced between £2.95 and £4.95. Sales director Nick Barnard said the launch was a natural progression, following success for the company's mueslis.
Made using an innovative heat sterilisation process, Simpsons' new line has a 12-month shelf life - a first for the market, according to the company. It comes in 250g microwaveable single-serve bowls, with a 75p price tag per portion.
Commercial manager Bryan Cooke said the products would help retailers to capitalise on growing demand for healthy, quick, convenient breakfasts.
Meanwhile, Flahavans new organic line consists of standard and jumbo oats in 1kg bags (rsp: £1.79).