Quaker has expanded beyond its porridge heartlands with an overnight oats duo, aimed at recruiting younger shoppers.
Blueberry and Mocha Choc Chip (rsp: £3.75/350g) are made with 100% wholegrain oats and chia seeds and deliver at least 5g fibre per serving. They are in the major mults.
Fibre was the “leading health benefit shoppers look for in breakfast cereals”, Quaker claimed.
They were developed in response to changing breakfast habits, with more than 420 million oat occasions now prepared cold rather than cooked, said Quaker citing Worldpanel by Numerator data [2025].
At the same time, the overnight oats trend continued to see strong year-on-year growth on social media, particularly among younger consumers seeking healthier, more convenient breakfast options, it added.
Despite increased awareness, Quaker claimed that preparation was a key barrier to shoppers making overnight oats. As such, its range was designed to simplify the process into four easy steps the night before, helping shoppers enjoy a ready-to-go breakfast the next morning.
“Quaker has been helping consumers enjoy oats for generations, and we’re excited to bring that expertise to one of breakfast’s fastest-growing trends,” said Danielle Gipson, head of marketing at PepsiCo.
“By making overnight oats simpler to prepare, we’re not only making the trend more accessible but also bringing new shoppers into the category and creating more occasions for consumers to enjoy oats throughout the year,” Gipson added.
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