Two of the UK's oldest food producers are joining forces to introduce more innovation into the thriving porridge category.

Mornflake, which has been milling oats since 1675, and Lyle's Golden Syrup, which dates back to 1883, have blended their expertise together to bring out the first co-branded porridge: Mornflake Lyle's Golden Syrup Porridge Oats.

The variant will capitalise on the growth in the overall porridge market, which has risen 11% in value over the past two years, according to TNS. The two companies also hope to cash in on the growth of porridge oat sachets, up 29% in value since March 2005.

"Consumers have been eating their porridge with Lyle's Golden Syrup for years and now we have developed a unique porridge which offers the taste and aroma of Lyle's with the goodness of Mornflake porridge oats," said Alan Cullom, Mornflake retail sales director.

"Working closely with Lyle's we have ensured the porridge represents the real taste of Golden Syrup." He added the microwaveable sachets would guarantee its appeal to adult consumers.

Sachets are currently the most dynamic part of the cereal market, so this is a key growth area. "The porridge market overall is also in growth," said Cullom. "This product will tap into both of these growth sectors and it will also offer an element of indulgence."

The product will go on shelf in Morrisons from this week priced £1.79 for a box of eight sachets. Mornflake is in talks with other retailers. Mornflake is currently in talks with other multiple grocers as well as independent retailers.

A national advertising campaign will support the launch from mid-October, starting with adverts in women's consumer magazines. It will focus on the health benefits of oats in a bid to draw new consumers into the sector.

"Penetration for porridge is currently about 60% , whereas cereal has a penetration level of more than 90%," said Cullom. "There is potential to introduce new consumers to the brand."

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