Quaker, the No.1 brand in the hot breakfast sector*, is set to drive further category growth with the launch of its new Sweet Cinnamon Oat So Simple. With flavours contributing 58% growth to the hot category, Quaker is offering retailers the opportunity to capitalise on this trend and drive incremental sales by stocking up on this delicious new flavour.

In 2008, hot cereals delivered 20%** of total cereal category growth, with Quaker contributing a massive 84% towards this. Retailers can benefit by ensuring they have a range of Quaker products, to meet increasing consumer demand for variety and quality from a trusted brand.

Sean Summers, Marketing Director of Quaker, says "Consumers are looking for three key things from their breakfast cereal - health benefits, affordability and convenience. Oat So Simple ticks all the boxes. Time is one of our most valued resources and Quaker Oat So Simple takes only 2 minutes, whilst ensuring consumers don't need to compromise on the taste and quality of their breakfast. We're sure the additional flavour will have a huge impact this winter."

The new eye catching packaging which features fresh ingredients includes a '2 minute' flash which communicates the convenience of Oat So Simple. The pack reinforces the convenience message portrayed in the TV advertising which appeared earlier this year and is set to encourage new consumers that may have previously seen time as a barrier to buy into the range.

* Nielsen Sourcetrack w/e 16.05.09
** All sources AC Nielsen, MAT Value Growth to 21.03.09