BakeAway OaYeah dairy-free pancakes

Source: BakeAway

The NPD will roll exclusively into Sainsbury’s on 15 February (rsp: £2.40)

BakeAway is claiming a category first with the launch of its new ready-to-eat dairy-free pancake brand.

Called OaYeah, the brand will debut with two products made with oat milk: a six-pack of Original crepes and a four-pack of ‘American-style’ Fluffy pancakes.

The “sweet and creamy” pancakes are both HFSS compliant. They are claimed to contain up to 45% less saturated fat and sugar than conventional ready-to-eat pancakes.

They will roll exclusively into Sainsbury’s on 15 February (rsp: £2.40) before hitting shelves in additional retailers later this spring.

BakeAway marketing manager Jennie Bosson said she was “delighted to launch OaYeah in the UK just in time for Pancake Day”, calling the brand “a real category game-changer”.

“We know gen Z consumers are passionate about trying dairy-free and healthy alternatives. OaYeah provides an entry point into the pancake category for these consumers.”

It comes after another ready-to-eat pancake product – Rustlers All-Day Breakfast Pancake Stack – was crowned ‘champion of champions’ at The Grocer’s New Product Awards in November 2022, having achieved the highest judges’ score among all entries.