Quaker Oats has announced that the vast majority of its range will be non-HFSS by the end of October, including the brand’s porridge pots which form seven of the top ten products in the category.
The move to non-HFSS is the result of “extensive reformulation” across the range, according to the FMCG brand.
Quaker has transformed its portfolio to conform with recent HFSS regulations, which were implemented on 1 October despite health campaigners’ fears surrounding recent reports of a possible government U-turn.
Retailers have spent millions on new store layouts that conform to the new HFSS rules, which mean that products including chocolate bars, crisps and fizzy drinks can no longer be promoted in key locations – such as till areas, store entrances, and aisle ends.
As part of its mission to deliver health-driven breakfasts, the oats brand have recently launched four non-HFSS NPDs as part of its commitment to drive innovation in the cereals category.
The products include two new flavours of its Heavenly Oats pots – Chocolate Orange and Caramel Fudge – and the new Quaker Oats So Simple Simply range, offering shoppers a 100% wholegrain porridge option with no added sugar.
“Breakfast continues to play a crucial role in consumers’ eating habits as the largest meal occasion in the UK, with over 90% of people eating it every day,” Quaker marketing director Corinne Chant said.
She continued: “We know that consumers are increasingly looking for breakfast options that deliver on flavour, whilst also meeting their needs for lower sugar options.
“As a market leader across the entire breakfast segment, including number one positions in both pots and sachets, our reformulations mark a statement of intent for Quaker in healthy breakfasts.
“However, there is also a need for the category to offer consumers healthier choices that don’t forgo on taste, and this has fuelled the development of our most recent non-HFSS NPD.”
