Irish oat brand White's is making a major play for the British market following the creation of an organic range and the overhaul of its packaging.

It has dropped the Speedicook dual branding - the product for which it is traditionally best known - from other products in its portfolio and is expanding its one organic line into a four-strong range.

It hoped that the move would add £400,000 to its £4.5m sales in the first year, said sales and marketing manager Mark Gowdy.

"Consumers are looking for healthier options and we've seen huge growth in natural healthier products, including a 15% increase in sales of Organic Jumbo Oats," he said. "We believe the brand's messages could have a real relevance in Britain. This is really the first time in our 160-year history that we have identified a significant role for our brand in the UK."

The brand, which is expected to gain extensive listings across its existing Irish stockists and in Waitrose in Britain, is rolling out this month.

A marketing campaign, including above-the-line and in-store activity, is planned for September.

The packaging revamp of its portfolio includes a reduction in weight and the addition of the strapline used in advertising, 'The heart of good oats', to reinforce its new health focus.

The Speedicook range will be relaunched in October and will carry traffic -light labelling from the end of the year.

White's would then look at whether to roll out the front-of-pack labelling scheme to the whole portfolio, added Gowdy.

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