Quaker joins the overnight oat trend with two easy to prepare new products

Quaker is expanding its breakfast portfolio to capitalise on the fast-growing overnight oats category, with the launch of a new range designed to make the breakfast option simpler to prepare.

The new Quaker Overnight Oats range combines 100% wholegrain oats, chia seeds and flavourful inclusions in a convenient format.

While more than 70% of UK consumers now aware of overnight oats, significantly fewer have tried making them at home, with preparation required acting as a key barrier. 

The product has been created to simplify the process in four easy steps the night before, helping shoppers enjoy it the next morning.

The range is available in Blueberry and Mocha Choc Chip flavours, and began rolling out across all channels earlier this month.

The launch reflects changing breakfast habits among UK consumers. At the same time, the trend continues to experience strong year-on-year growth across social media, particularly among younger consumers looking for healthier and more convenient breakfast options.

With this launch, Quaker said it is aiming to expand beyond its traditional hot breakfast portfolio, helping the brand recruit younger shoppers looking for more diverse ways to enjoy oats throughout the year.

Danielle Gipson, Quaker’s head of marketing at supplier PepsiCo, said: “Breakfast habits are changing, with shoppers increasingly looking for options that still deliver convenience without compromising on taste and nutrition. Overnight oats have become one of the fastest-growing breakfast trends, particularly among younger consumers, yet many people are still put off by the preparation involved.

“By making overnight oats simpler to prepare, we’re not only making the trend more accessible but also bringing new shoppers into the category and creating more occasions for consumers to enjoy oats throughout the year and ultimately helping retailers drive growth within the breakfast category.”

Quaker’s new Overnight Oats Blueberry and Mocha Choc Chip are both non-HFSS, available in convenient 350g stand-up, re-sealable pouches with RRPs of £3.75.