Quaker is expanding its portfolio with the introduction of a new breakfast drink range.
Following 40% year-on-year growth (Kantar, Full Year 2017, Breakfast Drink RSV) in the breakfast drink market, this is the first time Quaker has launched a drink to accompany its porridge, granola and muesli range.
The new Quaker breakfast drink will be available in Vanilla and Red Berries flavours, containing 86% milk and 11g of protein, in addition to delivering 100% wholegrain oats.
Offering a popular breakfast range and as the nation’s favourite porridge brand (Nielsen Scantrack, Total Coverage, Total Cereals, YTD WE 02.07.16), Quaker aims to attract new shoppers to the segment with this launch, plus it is also extending its Porridge To Go Breakfast Squares with a cinnamon flavour. These two on the go ranges will help retailers target health conscious families and smaller households who are on the lookout for convenient solutions to fit their busy lifestyles.
Steph Okell, Quaker Oats senior marketing manager, said: “We are really pleased to be helping retailers make the most of the on the go breakfast occasion by moving Quaker into a new territory with our breakfast drink. People’s everyday lives are becoming increasingly busy, and on the go solutions are one way to help make their mornings easier. As the number one trusted healthy breakfast brand (Kantar Usage, August 2016), we want to continue to champion the goodness of oats and ensure we have a range of different formats to suit changing consumer demand – from our Oat So Simple Pots and Porridge To Go Breakfast Squares, to the convenient breakfast drink in two delicious flavours.”
The Quaker breakfast drink (RRP £1.45 per 300ml bottle) and the launch will be supported by digital and in-store activation, in addition to sampling. The Porridge To Go Breakfast Squares Cinnamon flavour is available in two formats: single-serve 55g packs with RRP of £0.75, and a duo pack of two 55g packs at an RSP of £1.39. The Quaker brand will be supported with in-store and digital activity to coincide with the launch. Both new Quaker products will be available within grocery, wholesale and convenience, and will give retailers the opportunity to site the brand outside of the cereal aisle.