PepsiCo is hoping to heat up the cereal aisles with a new puntastic porridge aimed specifically at kids.

Paw Ridge, which hits shelves next week, comes in Original and Honey flavours and contains oats that have been "milled extra finely" to create a smooth texture appealing to kids. The Quaker brand's low sugar content means it is one of the few cereals that can be advertised directly to kids and the range has even been praised by Which?

"It is great that Quaker has bucked the trend of serving up sugar and salt-laden cereals to kids, something we have been calling on for years," said Anna Butterworth, Which? head of corporate relations.

PepsiCo said it was confident the new offer, which is also free of artificial colours, flavours and preservatives, would generate £5m sales in its first year. Its hologram-style packaging featuring cartoon animal characters from the Paw Ridge world would "capture the imagination of kids", said Sean Summers, Quaker marketing director.

Mums would see the porridge as a healthy alternative to sugary cereals, he added. "They are looking for a cereal that meets their health and convenience needs but has the taste and appeal to make their children want to eat it.

"The on-pack visuals allow the lead character Marv to be viewed in 3D, and a dedicated website will provide a sense of adventure that will engage kids."

Paw Ridge will be available in 750ml boxes (rsp: £1.99), Original containing 10 sachets and Honey containing eight. A TV campaign backing the launch is due to air in the autumn.

See Focus on, p43