TV advertising and in-store promotion are being used to support the launch of three new granola formats by Quaker Oats.
Quoting Kantar Worldpanel figures, Quaker says the fact that only two in 10 UK households currently consume granola presents enormous room for growth.
The new Quaker varieties are Oat Granola and Warm & Crunchy Oat Clusters each in three flavours with an RRP of £2.69 plus Wholesome Crunch Granola in Pecan & Brazil Nuts and Goji & Blueberry flavours at £3.89.
Senior marketing director Duncan McKay said: “Our new Warm & Crunchy range uses new food technology that allows consumers to heat up their granola and still keep it crunchy.
“Shoppers increasingly want a tasty and healthy start to their day and by offering them a new granola experience within our portfolio we will help retailers boost breakfast sales.”
McKay added that quick and easy products are among the top motivations for breakfast choice.