Porridge brand racing ahead

Social media helps fuel breakfast growth

Hamlyns is made using ingredients sourced from a network of Scottish farmers.

WHO could have predicted the popularity of porridge among the trendiest social media stars?

The benefits of starting the day with a bowl of porridge have been long understood by Scottish grandmothers and long-distance runners, but it’s only in the last few years – with help from the ‘overnight oats trend’ – that the Scottish staple has gained popularity with the youth.

Alan Meikle, managing director at Hamlyns of Scotland, is more than familiar with the health benefits of porridge, which has been key to the category’s success.

“While lots of food and drink products are being re-formulated to offer a healthier alternative, porridge remains one of the healthiest foods.

“At Hamlyns of Scotland we simply offer 100% Scottish oats and oatmeal with nothing else added.

“It really is the healthiest way to start the day,” he said.

One result of the growing popularity of porridge has been more work for the team at Hamlyns, according to Meikle, who said 2019 was one of the busiest year’s on record for the firm.

“Sales of cash and carry packs of six are continually increasing as a proportion of total sales, reflecting an ever-increasing move by independent retailers to capitalise on the benefits of highlighting both Scottish provenance and healthy eating,” he said.

“Provenance is very important to us and to Scottish consumers.”

“We work closely with a network of Scottish farmers, many of whom have supplied us for several generations.”

“It’s something that we’re very proud of and is something that’s becoming increasingly important to people who want to know where their food comes from.”


oats instagram
Search ‘#oats’ on Instagram and prepare for roughly three million results, as consumers experiment with the Scottish breakfast staple.