CEREALS are doing well in c-stores with independents catering for time-pressed consumers by stocking a range of brands and own-label lines, says porridge company Stoats.
Managing director Tony Stone said: “Cereal products must be able to fit into consumers’ lives, offer convenience and a choice covering taste and health.
“Grouping products can help aid on-the-go decisions.”
Stone said that in independents Stoats’ porridge pots are showing 20% sales growth. The pots can be made ready in three minutes, which he argued makes them ideal for consumers looking for quick, nutrient-rich food.
“Consumers are looking for products where processing is kept to a minimum so wholegrain is another current trend,” he said
“Stoats use two types of Scottish oats and 100% natural ingredients.
“To ensure we retain the integrity of the grain, our products are made in small batches, and where possible by hand.”
• Stoats has launched Toasted Oaty Flakes, a 100% wholegrain cereal with oats that have been cooked and roasted. The new line is available in two flavours; Original and Fruit & Nut.