Gut health breakfast brand Bio&Me has added a duo of protein-boosted porridge pots, packaged in paper.
Blueberry and Caramel (rsp: £1.30/65g) each deliver over 12g protein and contain up to nine plant-based ingredients, including the likes of almonds, brown linseeds, dates, carrots and sunflower seeds.
What’s more, they contain no added sugars, artificial sweeteners or emulsifiers.
Bio&Me transitioned its porridge pots to paper packs with aluminum lids at the end of 2024, following category leader Quaker.
They will roll into Sainsbury’s stores tomorrow (29 March).
“Here at Bio&Me, we have a passion for making gut health deliciously easy,” said Bio&Me co-founder Dr Megan Rossi.
“I designed these protein-packed porridge pots for those with busy lifestyles who like a nutrient-dense breakfast boost or a satisfying post-workout snack,” Rossi added.
Bio&Me’s existing range of porridge pots had delivered 91% value growth in the past year, said the brand’s CEO Jon Walsh, citing NIQ data [52 w/e 22 February 2025].
“We hope these new protein pots will further elevate the range,” Walsh said, adding that he was “pleased to be making this sustainable shift into paper pots.”
The porridge pots join a raft of oat-based breakfast cereals to have hit the UK market in recent weeks.
Kellogg’s launched HFSS-compliant Oaties, made from a blend of oats and cereal flours, into the mults in January. In the same month 3Bears, the German breakfast brand that boasts Harry Kane as a shareholder, launched DTC in the UK.
This was followed by the launch of Horlicks Malted Porridge into Morrisons in February and the debut of Oat Cult, a ready-to-mix overnight oats brand with added probiotics, earlier this month.
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