Moma single serve porridge

Breakfast brand Moma is expanding its line-up with single-serve porridge sachets.

Rolling into up to 240 Sainsbury’s stores from 2 July, the 65g individual sachets – described as a first for mainstream supermarkets - will be available in plain (no added sugar) and golden syrup flavours. They will be exclusive to Sainsbury’s for four months.

Moma, which said its sachets were larger than the 30g to 50g format used by many of its rivals, also produces a variant containing a mix of three seeds.

The sachets contain oats and skimmed milk powder to be mixed with hot water in a mug, and offered great on-the-go potential than boxes of sachets, said the supplier. Initially going on sale in shelf-ready packaging, they can also be merchandised on clip strips.

With volume sales of hot cereals up just 0.4% last year [Kantar Worldpanel 52w/e 9 November 2014], the lunch would bring some excitement to the category, said Moma founder Tom Mercer.