Co-Armagh based White’s Oats has announced a relaunch of its popular instant oat sachets, as it continues to put health, convenience and sustainability at the heart of its products.
The instant oat category has returned to strong double-digit growth (1) as consumers begin to spend more time on the go and demand for convenience is once again at the forefront of consumers’ minds.
White’s Quick & Oaty Instant Oats sees a renovation of its instant porridge to deliver even more taste and convenience in under 180 seconds, and is said to be perfect for busy, on-the-go mornings.
The new range is available in four flavour varieties including original, Golden Syrup, Apple & Cinnamon and Mixed Berry in handy, microwaveable, single serve sachets.
The use of strong colour blocking aligned with the product variant has been incorporated to help consumers navigate and shop the category more easily.
“The new range retains the same 100% locally sourced Irish oats delivering White’s trademark creamy taste and texture, with new flavours made from all natural ingredients and real fruit pieces,” said Danielle McBride, marketing manager from White’s.
“Packed with nutritional goodness, we are committed to delivering the highest quality product for our customers that contains on average 17% less saturated fat than other leading brands and is 18% higher in fibre (2).”
The new design features on-pack messaging reinforcing White’s sustainability commitment to absolute net zero emissions by 2040.
Information on its recently awarded A+ eco score by Foundation Earth, a not-for-profit organisation identifying the environmental impacts of products, has been developed via a QR code which takes consumers to a dedicated page on White’s website to learn more about the partnership.
Clear labelling to highlight the recyclability credentials of the product has also been incorporated to help consumers make informed choices.
“We remain committed to inspiring healthy lifestyles, developing and bringing to market oat products that appeal to a broad range of consumers,” said McBride. “Our newly relaunched instant oat sachets make prepping breakfast more effortless than ever with each sachet portion controlled with a clearly marked measuring serve; simply requiring you to add milk or your favourite dairy-free alternative.”
The launch is being supported in Northern Ireland with a TV and digital campaign. The TV ad is currently airing on ITV and C4 from May 11-31.
Whites Quick & Oaty instant oat sachets are available now in supermarkets across Northern Ireland in a 300g pack (10 sachets x 30g) and 240g pack (8 sachets x 30g).
Sources: 1 Nielsen Category Data Instant Oat Cereals Top 20 skus 52 weeks ending April 2022; 2 Average nutritional values benchmarked against category leader