The company is launching microwaveable Oatso Simple Smoothies next month. As one buyer said, it is likely to have to win over Ready Brek fans to make a real impact on shelf. Quaker category controller Sue Temple said the company had identified an “exciting” opportunity with the three-flavoured brand, which comes in seven-sachet packs containing two each of strawberry and vanilla and three of toffee (rsp: £1.60).
The company has earmarked more than £2m for a marketing campaign kicking off in October. A £400,000 sampling campaign will see free sachets given away with packs of Sugar Puffs.