QUAKER IS ON THE MOVE TO NEW SEGMENT WITH LAUNCH OF ON THE GO BREAKFAST DRINK
Quaker is expanding its portfolio with the introduction of a new breakfast drink range rolling out from July. Following 40% year-on-year growth in the breakfast drink market, this is the first time Quaker has launched a drink to accompany its popular 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. Quaker has identified that one of the barriers for people enjoying breakfast drinks is a belief they are too processed and is confident that the trusted Quaker brand name, and flashes on pack highlighting milk and wholegrain content, will help dispel this.
Offering a popular breakfast range and as the nation’s favourite porridge brand, 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, comments: “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, 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 will carry an RRP of £1.45 for a 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 intwo 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.
Kantar, Full Year 2017, Breakfast Drink RSV
Source: Oat Fact Fundamentals, Incite, 07.12.17
Nielsen Scantrack, Total Coverage, Total Cereals, YTD WE 02.07.16
Kantar Usage, August 2016