Quaker Oats is adding two gluten free variants to its range.
Developed to meet increasing consumer demand for ‘free from’ products, Quaker has introduced a gluten free offering to appeal to those who follow a gluten free lifestyle.
Available from the 26th September, the new gluten free products will be available in a 510g canister of Traditional Rolled Oats (rrp £2.49) and a 350g box of 10 Oat So Simple sachets, perfect for morning convenience (rrp £2.99).
Gluten free products are specifically aimed at those who suffer from coeliac disease, although many consumers prefer to reduce the amount of gluten in their diets, as part of a lifestyle choice. The gluten free oats market is currently worth £4.2m, up 20% versus last year (Kantar Worldpanel 52we data to 31 January 2016), demonstrating that it presents a growing opportunity for retailers.
Jeremy Gibson, marketing director nutrition, said: “Quaker has been bringing families together for breakfast for nearly 140 years and is consistently seeking ways to better meet consumers’ needs. Leading a gluten free lifestyle is important and necessary for some people and so Quaker has created two gluten-free options to meet consumer demand.”
The introduction of a gluten free range coincides with a packaging redesign for the entire Quaker Oats portfolio. Designed to emphasise the health benefits, the new design features attractive food photography and clearly visible nutritional claims.
The Quaker packs will be available in sachets (packs of 10’s, 350g, rrp: £2.99) and a canister (510g, rrp: £2.49)