Moma Foods has announced the launch of 10 new SKUS alongside a brand redesign.
It has launched 10 products including oat milks, porridge sachets and iced coffees.
For its alt dairy range, the brand has launched Moma Signature Oat (rsp: £2/one-litre) for everday use in cereal, tea or on its own, and a chilled range of Moma Barista Oat and Extra Creamy Oat Milk (rsp: £1.80/ 750ml).
Moma has also unveiled Porridge pots in Apple, Cinnamon & Brown Sugar and Blueberry & Vanilla variants (rsp: £1.30) as well as Microwave Porridge Sachets in Apple, Cinnamon & Brown Sugar and Blueberry & Vanilla (rsp: £3.50/seven-pack) and a gluten-free alternative in Cranberry & Raising (rsp: £3.50/six-pack).
The brand said these new launches, which include real fruit and spices, would elevate breakfast for the everyday.
Moma ready-to-drink iced coffee (rsp: £1.80/250ml) is now available in Oat Chocolate and Oat Latte Caramel to serve a gap in the market for iced coffees made with oat milk. This “convenient range” is designed to “hero the fantastic taste of oat and coffee”.
“We know we’re the cream of the crop when it comes to making products with our oats. Our high-quality ingredients set us apart from the rest,” said Helen Pomphrey, marketing director at Moma. “We’re really passionate about discovering new flavour combinations and finding new ways to elevate oats so that everyone can reap their nutritious and delicious benefits.”
Alongside this new range of products, Moma has undergone a redesign to give clearer brand positioning, demonstrating its position as the “top choice for all things oat”.
The new look is designed to address barriers around “category confusion” and make it easier for shoppers to make informed purchases with improved shelf standout.
It has added more taste, health and carbon labelling callouts on pack to celebrate its “oats made extraordinary”.
Moma has also worked with local farm partners on a 100-mile ‘farm to pack promise’ for its entire oat drink range, committing to only use oats that are grown, harvested and packed in the UK within a 100-mile radius of the factory.
“This is an exciting new phase for the Moma brand with a significant shift in our brand positioning and identity,” Pomphrey added. “Growth has slowed in the oat milk sector, so we’re on a mission to reduce category confusion and bring in new shoppers by showing them how delicious and adaptable oat milk can be.
“Oat-based drinks can be enjoyed by everyone, not just as a substitute for dairy.”
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