Quaker aims to seize lead in granola breakfast market

Quaker Oats,  is launching a bold attempt to clean up in the growing Granola segment, with three newformats. Quaker’s granola ranges are designed to bring new consumers into the segment and drive sales by helping to ignite growth within the cereals category. 

With only two in ten UK households consuming granola currently [Kantar WP – 52 w/e 14th September 2014], the granola segment has enormous headroom for growth, says Quaker.

Available from Monday (June 8), the three formats are: Oat Granola, Warm amp; Crunchy Oat Clusters, and Wholesome Crunch Granola,  all made with wholegrain, helping to “lower cholesterol and providing consumers with a high source of fibre”. The launch will be supported with a new TV campaign and in-store shopper marketing.   

Duncan McKay, senior marketing manager, Grains UK, says:  “Shoppers increasingly want a tasty and healthy start to their day, and by offering them a new granola experience within our portfolio we will help the channel boost breakfast sales.”

The new formats have been designed to create excitement around the granola category and are available in a variety of flavours:

  • Quaker Oats Oat Granola (RRP: £2.69) consists of crunchy oat clusters and will be available in: Raisin, Apples amp; Cinnamon, and Honey amp; Almond flavours.
  • Quaker Oats Warm amp; Crunchy Oat Clusters (RRP: £2.69) contains a blend of crunchy and creamy oat clusters, and warms in just 30 seconds. The product will be available in three flavour options: Apples amp; Cinnamon, Golden Crunch, and Cranberry amp; Apple.
  • Quaker Oats Wholesome Crunch (RRP: £3.89) delivers a premium grain mix and big chunks of real fruits and nuts, available in two flavours: Pecan amp; Brazil Nuts, and Goji amp; Blueberry flavours.

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