Quaker Oats has added a duo of fruity, non-HFSS instant porridges.
Simply Strawberry and Simply Apple feature “real fruit pieces” and naturally sourced ingredients, with no added sugar (rsp: £2.75/8x33.9g).
They rolled into retailers on 27 June.
Quaker Oats said the NPD tapped the demand for “permissible enjoyment”, which it identified as a “key motivation” within consumers’ breakfast buying behaviour.
According to the brand, 95% of shoppers said the product met their expectations during consumer testing.
Quaker Oats senior brand manager Kate Utting said health had become “a massive consideration for consumers”, with the majority “taking steps to limit or reduce the amount of sugar in their diet”.
This presented “a huge opportunity in the cereal category, to offer consumers healthier choices”, she said.
As taste was “still crucial”, the innovations offered consumers “a range of tasty options without the added sugar”, Utting added.
The launch comes as part of a wider push by Quaker Oats to innovate and reformulate its range of porridge products to made them HFSS-compliant.
Porridge To Go and Golden Syrup sachets, for instance, were recently reformulated with what the brand claimed was “no noticeable difference” to the original recipes.
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