Quaker Oats launches new non-HFSS ‘Heavenly Oats’ range


Breakfast brand, Quaker Oats has launched its ‘Heavenly Oats’ product range with both new flavours non-high in fat, salt or sugar (HFSS).

Available in Chocolate Orange and Caramel Fudge, the range launching across grocery channels from 15 August, acts as part of the brand’s wider reformulation efforts to produce healthier choices.

This comes as research from NielsonIQ found that 54% of UK consumers pay attention to labelling and food nutritional values when shopping, with sugar, fat and salt content having the biggest impact on purchase decisions.

The  range, with an RRP £1.15, adds to Quaker Oats reformulated products as the brand added Simply Strawberry and Simply Apple HFSS compliant flavours to its ‘Oat So Simple’ range in June.

READ MORE: Tesco partners with HFSS compliant doughnut brand

This push toward healthier products follows upcoming government’s restrictions on multibuy deals and promoting foods high in fat, salt or sugar in a bid to tackle obesity in the UK.

Quaker Oats new range also looks to provide convenience to its customers as research by food manufacturer, PepsiCo via Kantar revealed consumers are looking for more convenient breakfast options, with ‘active’ breakfasts accounting for 27% of breakfast occasions.

“Convenience has become increasingly important as more people are on the move and people return to the office,” Quaker Oats senior brand manager, Heather Doyle said.

“Consumers are also looking for healthier breakfast choices that offer lots of flavour. Quaker ‘Heavenly Oats’ is the perfect solution as it’s a rich and deliciously tasty perfect portion of porridge.”

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