Look out Quaker. An "urban" new porridge brand has set itself the challenge of making porridge cool.

Xtreme is a range of porridge oats in original, blueberry, apple and raspberry flavours with packaging adorned with graffiti and urban animated characters.

The Newcastle business, which launched last month, is in negotiations with multiples and predicts a January launch.

Aimed at seven to 15-year olds, Xtreme's 100% natural porridge will launch with online, phone app and social networking marketing material followed by product extensions, including fruit-flavoured oat bars.

Newleaf MD Rob Mullen said the range would "look extraordinary compared with everything else on the porridge shelf."

Newleaf's Louise Kneath, who designed the boxes, has since been approached by Pixar and Disney to work on a special animation project.