Quaker, the No.1 brand in the hot breakfast sector*, is set to spearhead further category growth with the introduction of a deliciously smooth oat-based porridge which will capture the imagination of 8-12 year olds and provide mums with a healthy alternative for their kids at breakfast time.
Paw Ridge - milled extra finely for a smooth texture and available in two varieties Original and Honey, has consistently come out tops in blind consumer taste tests**. And with a cook time of only 90 seconds, Paw Ridge delivers on taste and convenience as well as containing no artificial colours, flavours or preservatives.
Quaker is the largest UK hots cereal brand contributing a massive 94% towards the category's growth in 2008***, and this exceptional growth has continued this year. With over 8 million packs of porridge sold between January and March alone**** Quaker has reported the biggest sales lift in its 100 year history. The children's cereal market is worth a massive £317 million***** and Paw Ridge is expected to deliver £5 million incremental sales.
According to Sean Summers, Quaker Marketing Director; "The children's cereal market is in growth and we know from our research that mums are looking for a breakfast cereal that meets their health and convenience needs but also has the taste and appeal to make their children want to eat it. We are very proud of the fact that Paw Ridge meets all of those criteria and its nutritious, convenient and tasty credentials will deliver incremental sales and continue to drive growth in the cereals category."
The Paw Ridge brand has been designed specifically to appeal to 8-12 year olds, taking them on an exciting journey of discovery with the Paw Ridge characters. Creative on pack visuals, augmented reality which allows Marv, the lead character, to be viewed in 3D and a compelling website will provide a sense of adventure that will engage kids and drive brand loyalty.
Paw Ridge is one of the healthiest children's products in the cereals aisle and consumer champion Which? supports its launch. Anna Butterworth, Which? Head of Corporate Relations said: "Parents keep telling us they want healthier choices, but until now we've found that almost all cereals aimed at children are unhealthy*. It's great that Quaker has bucked the trend of serving up sugar and salt-laden cereals to kids, something we've been calling on for years."
With a proposition that appeals to both parents and children alike retailers should paw's and stock up on Paw Ridge to make the most of the increased sales opportunities.
* Nielsen Sourcetrack w/e 16.05.09
** Blind consumer tests on Original flavour
*** AC Nielsen, MAT Value Growth to 13.06.09
**** TNS YDT 22.02.09
***** AC Nielsen branded kids cereals MAT Jan 09
