Nestle Cheerios is introducing a new heart healthy oat-based ready-to-eat cereal named Cheerios Oat Crisp.
In the UK market, oats are commonly recognised as “healthy” and other brands have done the job already of introducing oats into ready-to-eat option, not just as porridge, and communicating the linked heart health benefits.
Cheerios Oat Crisp is designed to be a “taste first” option within the adult (heart) health segment (350g, 8 servings, rrp: £2.49)
Oat Crisp was originally developed by the global innovation team, based on the insight that the global population is aging (in the UK 32% of the population will be over 50 by 2020) and that health concerns increase with age, and heart health concerns in particular increase to become the dominant concern of the 55+ age bracket.
This NPD is also made with no artificial colours and flavours and also contains five whole grains as per the key messages in the master brand creative. Cheerios’ master brand campaign is aiming to re-position Cheerios more towards the “natural foundations” needstate this year.