It’s the ultimate convenience food for Europe’s laziest breakfasters. New Covent Garden Food expects its new range of readymade chilled porridge to be a hit with the increasing numbers of people who forego a proper breakfast at home for a quick snack at their desk.
The company is extending the New Covent Garden Food label into the UK’s first branded fresh porridge.
Available in original, honey, maple syrup and citrus flavours, the porridge comes in 200g single-serve pots (rsp: 89p).
The pots have a heat-resistant sleeve and can be heated in the microwave and eaten straight from the container, making it a quick and easy breakfast option whether at home or work, with many workplaces providing microwaves nowadays.
A 500g (rsp: 99p) sharing carton is aimed at the dairy aisle. With no need to add milk and ready to serve in three minutes, the company claims it is creating a new ‘fresh food on the go’ category that taps into growing demand for porridge as its health benefits become known. ACNielsen data shows ambient porridge grew 38% in value (year-on-year, 52 w/e February, 2005).
Marketing director Nigel Parrott said: “We’ve used our expertise to create a delicious porridge that is low in fat, calories and salt, but high in fibre. It’s the ideal breakfast or during the day snack for people who want to eat healthily.”
Brits are now officially Europe’s worst breakfasters, according to Datamonitor, missing 114 breakfasts a year.
Food on the go is a major trend, with TNS showing that food consumed out of home before 10am increased by 9% in the year to November 2004. (The Grocer Focus on Breakfast, August 20, 2005.)
The porridge range, being launched in November, will be supported in a £4m press advertising spend for New Covent Garden products in 2006.
Bisto is encouraging friends and family to spend more time with each other around the dinner table with its ‘Aah! Night’ TV campaign which breaks tomorrow (October 30). The gravy brand is trying to encourage people to share a home-cooked meal one night a week in response to research showing that families are eating together less often. It cites benefits such as stronger relationships and healthy child development.
Claire Hu
The company is extending the New Covent Garden Food label into the UK’s first branded fresh porridge.
Available in original, honey, maple syrup and citrus flavours, the porridge comes in 200g single-serve pots (rsp: 89p).
The pots have a heat-resistant sleeve and can be heated in the microwave and eaten straight from the container, making it a quick and easy breakfast option whether at home or work, with many workplaces providing microwaves nowadays.
A 500g (rsp: 99p) sharing carton is aimed at the dairy aisle. With no need to add milk and ready to serve in three minutes, the company claims it is creating a new ‘fresh food on the go’ category that taps into growing demand for porridge as its health benefits become known. ACNielsen data shows ambient porridge grew 38% in value (year-on-year, 52 w/e February, 2005).
Marketing director Nigel Parrott said: “We’ve used our expertise to create a delicious porridge that is low in fat, calories and salt, but high in fibre. It’s the ideal breakfast or during the day snack for people who want to eat healthily.”
Brits are now officially Europe’s worst breakfasters, according to Datamonitor, missing 114 breakfasts a year.
Food on the go is a major trend, with TNS showing that food consumed out of home before 10am increased by 9% in the year to November 2004. (The Grocer Focus on Breakfast, August 20, 2005.)
The porridge range, being launched in November, will be supported in a £4m press advertising spend for New Covent Garden products in 2006.
Bisto is encouraging friends and family to spend more time with each other around the dinner table with its ‘Aah! Night’ TV campaign which breaks tomorrow (October 30). The gravy brand is trying to encourage people to share a home-cooked meal one night a week in response to research showing that families are eating together less often. It cites benefits such as stronger relationships and healthy child development.
Claire Hu
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