Nestle Cereals has unveiled its new Oat Cheerios cereal, targeted at consumers who enjoy an oat-filled breakfast but dislike the taste and texture of porridge.

Some 97% of British consumers agree that oats are a healthy option at breakfast, but more than one in five don’t like porridge, according to recent research (Join the Dots, quantitative survey, July 2018).

The new Oat Cheerios are designed to tap into this demand and are made with 100% British-grown whole grain oats, enriched with vitamins and minerals, including: calcium, vitamin C, vitamin D and folic acid.

Toby Baker, marketing director for Nestle Cereals UK & Austrailia, said: “Oats are increasingly becoming a popular addition to Brits’ diets, as we’ve seen with the rise in sales of things like oat milk, but many consumers we’ve spoken to just don’t like porridge. We’ve made Oat Cheerios to cater for those whop want to enjoy the benefits of oats without having to eat porridge. It’s also a perfect breakfast choice in both winter and summer, tasting great with either hot or cold milk.”

Oat Cheerios are sold in 375g packs with an rrp of £2.59. The product is available in selected stores now and will be made available to all retailers from January.

The launch of the new cereal is being supported by a £1m spend on media and trade deals, to provide consumers with offers to boost product awareness.