A US supplier is to roll out porridge pot-style breakfast products based on the superfood chia.
Following the strong growth of the instant porridge pot market, The Chia Co has created a range of 170g Chia Pods using softened chia seeds, coconut water and fruit purées. Due to roll out in the UK in July, the pots come in mango, banana, blueberry and vanilla cinnamon flavours (rsp: £2.30) and provide the RDA of omega-3 and 25% of the daily dose of fibre.
Chia Pods provided a complete meal in a pot, said nutritionist Vicki Edgson, who works with the brand. “They slow the blood sugar release so you feel fuller for longer,” she said.
This year, the EU Advisory Committee on Novel Foods and Processes gave the go-ahead for chia seeds to be more widely used. They were previously only approved for bakery.
The Chia Company, which already distributes its own range of chia seeds and oil in the UK and has had listings in Whole Foods Market since January, said it was working to educate British consumers about the benefits of the seed.
Recent marketing has included sampling activity at last weekend’s London Marathon, where runners received a sample of chia seeds in their entry pack, while more than 5,000 chia smoothies were served at the 2013 Virgin London Marathon Exhibition. l Organic fruit bar manufacturer Roo’bar has added chia & coconut and date & goji berry to its range of raw bars. It is listed with retailers including Planet Organic and As Nature Intended.