Irish porridge producer Flahavan’s has brought its brand to the UK mainland with the launch of Microwaveable Quick Oats in Tesco stores.

The product, in resealable drums, takes two minutes to microwave and comes complete with a measuring scoop.

The launch is the result of two years’ R&D by the company, together with Irish food agency Bord Bia and Tesco. Packaging plays up the brand’s Irish origins in a bid to offer a point of difference. “The UK offers a strong opportunity,” said Flahavan’s marketing director John Noonan. “Tesco’s share alone is worth about three times the total Irish market.”

Tesco hot cereals buyer Dan Maltby said the new products brought a “strong degree of innovation and added value” to the £70m category.