Oat So Simple adds winter fuel to sales
Following last year's Cinnamon success, Winter Pudding flavour is added to the Oat So Simple range.
09 August 2010
Timed perfectly to coincide with the start of the Hots season, Oats So Simple is launching a limited edition Winter Pudding flavour. This fruity plum based porridge is expected to replicate the success of Oats So Simple Sweet Cinnamon flavour, which has delivered 40% of incremental sales since launch and reached £931,000* within the first 26 weeks.
Launching alongside this delicious winter warmer is Oats So Simple Honey & Almond flavour and a new Blueberry flavour to Quaker's Paw Ridge range. By driving flavour innovation Quaker is set to continue fuelling category growth spearheaded by its Oats So Simple range, the fastest growing brand in the top 10 cereals**.
Hot new choice for parents
Quaker is adding a tasty new flavour to its Paw Ridge range - Paw Ridge Blueberry, which was a favourite in consumer taste tests***. Paw Ridge is a deliciously smooth oat-based porridge which is trusted by parents as a nutritious breakfast for their kids who love the great taste with the benefit of no lumps. As one of the most successful product launches**** within the Hots category, Paw Ridge has already generated sales of £1.5 million***** and has introduced younger families to porridge******.
Nuts about honey
Quaker is also extending its flavour offering with the addition of Oats So Simple Honey & Almond flavour. Honey is a popular accompaniment to porridge and Quaker is catering to consumer demand for this flavour by presenting it in this convenient format.
David Murray, Quaker & Tropicana General Manager comments: "Quaker is committed to leading innovation and offering consumers a variety of quick, simple and fulfilling breakfast choices. Flavours are the driving force behind Quaker Oats So Simple (+37%*******), which is currently spearheading category growth. We expect these new variants to capture the imagination of existing customers and hopefully bring in new ones, driving both frequency of purchase and incremental sales opportunities."
* Nielsen MAT WE 06.03.2010 vs. 07.03.2009
** Nielsen, total coverage, total cereals, value sales, 52 weeks to 20.02.10
*** Quaker internal research
**** TNS Worldplan Datapanel Dec 2009
***** Nielsen MAT WE 12.06.10
****** TNS Worldplan Datapanel Dec 2009
******* Nielsen Total Coverage YTD Data to 20.02.10 vs. YAG
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