Belfast Telegraph

Oat miller's Scottish deal to sell cereals

By Rachel Martin

Northern Ireland's only oat miller, White's Oats, has struck a deal to supply Tesco's Scottish stores with its award-winning cereal.

It will see the Co Armagh firm, which is part of the Fane Valley Co-op, more than double the amount it supplies to Tesco in the UK. The deal will see four lines of oat-based products hit Tesco shelves in all 65 of the retailer's Scottish stores.

The Tandragee miller currently employs 50 people and already supplies several other major retailers in Great Britain but the move is expected to significantly increase White's sales in Scotland.

It comes just weeks after two of the brand's lines received Great Taste Awards, and in time for White's Oats' 175th anniversary celebrations. White's ranges of porridge, granola and toasted oat snack products are already sold throughout the UK and exported to Republic of Ireland, US, Asia and Middle East.

The firm has seen significant sales growth following a major investment in new product development and packaging re-design of its range of oat-based cereals.

The company was awarded the Chartered Institute of Marketing (Ireland) Food & Drink Award 2015 for its marketing campaign last year.

Stuart Best, White's business development manager, said: "We are focused on developing and bringing to market nutritionally balanced oat cereals which taste good and allow consumers to pursue healthy active lifestyles whatever their needs - it's a sector that we are committed to championing."

Sean Largey, Tesco Northern Ireland commercial manager, said White's had supplied Tesco since it opened its first store in Belfast in 1996.

Belfast Telegraph