Quaker is adding a blueberry & apple variant to its Porridge To Go range, made with real fruit pieces.
The new flavour is made with real fruit pieces and is designed to tap into demand for convenient breakfast products.
Last year, the Quaker Porridge To Go line-up was the second biggest contributor to growth in the total cereals category, with the total breakfast bar sub-segment growing by 1.6% over the past year [Nielsen Scantrack Data to WE 01.06.19].
Stephanie Okell, senior marketing manager at brand owner PepsiCo, commented: “The new flavour will be a great addition for retailers because apple & blueberry is Quaker’s third most popular flavour across Oat So Simple Pots and Sachets [Nielsen Scantrack, Value Sales, MAT 52 w.e. 29.06.19]. We’re confident this new Porridge To Go flavour will perform well given the entire range has nearly doubled in the past year [Nielsen Scantrack| Value Sales MAT | 52 w/e 01.06.19].
“The new flavour contains 100% wholegrain oats and provides the same amount as a bowl of Oat So Simple porridge. The squares are a great opportunity for retailers to target customers with tight schedules and busy mornings.”
The blueberry & apple flavoured Quaker Porridge To Go sku is available to convenience retailers now in 55g duo packs (rrp £1.39). The launch will be supported by an integrated digital campaign as well as in-store POS.