WITH cold winters and healthy-eating trends driving people to seek out hot, nutritious foods that keep them fuller for longer, perhaps it shouldn’t be a surprise that instant porridge has become popular.
Pepsico, brand owner of Quaker Oats, reckons overall growth in breakfast has been fuelled by the hot cereals segment, which has significantly grown over the past five years.
But it’s particularly products like porridge pots that have allowed convenience stores to get in on the action and provide shoppers with the opportunity to buy healthy on-the-go breakfast products.
“The ‘hots’ segment has brought £7 million to the cereals category but there is still plenty of headroom for growth in this segment with only two-thirds of UK households buying into hots,” said Matt Goddard, Pepsico’s head of impulse field sales.
“Pepsico has successfully used extensive research, insight and understanding of the barriers to porridge consumption over the years to drive penetration growth on Quaker Oat So Simple, developing innovative new flavours and formats that have overcome many of these barriers.”
• Hamlyns of Scotland has increased marketing and promotional activity on the Scottish Porridge Sachets and Porridge Pots it launched last year.
Both of the convenience ranges are available in three varieties: Original, Golden Syrup, and Mixed Berry.
The brand’s owner and its sales agency the JFK Partnership say sales since the launch last spring have been “very encouraging”, and they expect them to increase over the winter months – as a result of increased demand in colder weather and a series of trade and consumer promotions, including money-off vouchers in Scottish local newspapers.
• Scottish organic porridge firm Stoats says it is currently looking to the trends of ‘snackification’ and convenience to reach on-the-go consumers who don’t want to sacrifice good quality.
“Porridge still remains the king of the cereals and its popularity and consumption continues to rise year on year,” a spokesperson said.
“Stoats porridge pots and particularly Stoats Porridge Oat Bars are enjoying 30% growth year on year in the convenience sector.”
• Mornflake has joined forces with Nutella and Lyles Golden Syrup for its latest instant porridge pots range.
The new Mornflake Top Porridge pots feature Mornflake instant porridge oats with a lid containing either a single portion pack of Nutella hazelnut spread or a sachet of Lyles Golden Syrup. RRP is £1.19.
“As the fastest growing brand in total cereals, it’s the right time for us to take this step,” said, Richard Jones, Mornflake marketing manager.
“By teaming up with the UK’s biggest brands in spread and syrup we are bringing something new to cereal.”
