Quaker has expanded its on-the-go portfolio by moving into drinks for the first time.
The PepsiCo-owned porridge brand today (3 July) unveiled its Breakfast Drink in two variants: Vanilla and Red Berries (rsp: £1.45/300ml), containing wholegrain oats and 86% milk.
The launch came to dispel fears among shoppers that breakfast drinks were “too processed”, said Quaker, which is up 3.3% in value to £125.1m [Nielsen 52 w/e 30 December 2017]. The sales growth was down in part to NPD such as last summer’s To Go range comprising the new Breakfast Square and revamped Oat & Fruit Breakfast pouch (renamed Fruit & Oat Squeeze).
A cinnamon Breakfast Square will this month join Golden Syrup and Strawberry, Raspberry & Cranberry in a single-serve format (rsp: 75p/55g) and two-pack (rsp: £1.39/110g).
Quaker was “helping retailers make the most of the on-the-go breakfast occasion” said the brand’s senior marketing manager, Steph Okell.
“As the number one trusted healthy breakfast brand, we want to continue to champion the goodness of oats and ensure we have a range of different formats to suit changing consumer demand – from our Oat So Simple Pots and Porridge To Go Breakfast Squares to the convenient breakfast drink in two delicious flavours.”