Quaker Oats has unveiled an Oat So Simple range to tap consumer demand for protein cereals – as the PepsiCo breakfast brand attempts to claw back £10.2m in lost sales.
Available from the end of June, Oat So Simple Protein comprises wholegrain oats and soy, providing 20g of protein per 100g – almost double that of regular Oat So Simple’s core variant. The NPD comes in two variants in a sachet: Original (8x37.7g) and Cinnamon (8x46g). Rsp is £2.45.
The protein cereal sector had grown 274% over the past year, according to Quaker. The brand, which had seen value sales fall 7.7% to £121.6m [Nielsen 52 w/e 31 December 2017], hoped to appeal to both its existing shoppers and a new audience looking for a high protein option.
“The popularity of protein means it is important for us to provide innovative solutions to meet customer demand and help retailers capitalise on this trend, particularly as it is increasingly being recognised as a vital part of a balanced diet,” said Quaker marketing manager Eric Williams.
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