Quaker adds Oats & Fruit to tap minimally processed trend

Quaker has unveiled a breakfast range of oats combined with fruit to tap into growing demand for less processed food.

Called Quaker Oats & Fruit, it was “designed to meet the evolving needs of today’s health-conscious shoppers”, according to the brand.

The lineup comprises Summer Fruits and Exotic Fruits. Both have launched across grocery this week (rsp: £3.75/eight sachets).

The HFSS-compliant duo contain between 82%-88% wholegrain oats and 12%-18% real fruit, with no added sugar or artificial ingredients.

Nearly a quarter of shoppers were “health-conscious individuals who actively seek nutritious and tasty breakfast options but struggle to find products that aren’t overly processed”, said Quaker, citing survey data from Bolt.

With its clean ingredient deck and easy-to-serve sachet format, Quaker Oats & Fruit offered “an opportunity for retailers to tap into this demand with a quick, tasty and healthy way for shoppers to kick-start their morning”, it added.

“We know consumers are increasingly looking for breakfast options that are healthy and convenient, without compromising on great taste,” said Quaker marketing director Josephine Taylor. “Quaker Oats & Fruit ticks all of those boxes, containing nothing but wholegrain oats and fruit, helping them fuel the start of their day in the right way.

“We are confident it will be a hit with shoppers and help retailers drive growth in the cereal category.”

The launch of Quaker Oats & Fruit will be supported by media investment including in-store activations and an influencer campaign.