Nestlé Cereals has launched a new Oat Cheerios breakfast cereal range in the UK, which it says is for consumers who want to enjoy the goodness of oats for breakfast but do not like the taste and texture of porridge.
The product is made of British-grown whole grain oats and is said to have the same taste and texture of Cheerios. It is enriched with vitamins and minerals, including calcium, vitamin D, vitamin C and folic acid.
Nestlé Cereals quoted research which reveals that 97% of British consumers agree that oats are a healthy option at breakfast, but more than one in five don’t like porridge.
Toby Baker, Nestlé Cereals marketing director UK and Australia, said: “Oats are increasingly becoming a popular addition to Brits’ diets, as we’ve seen with the rise in sales of things like oat milk, but so many consumers we’ve spoken to just don’t like porridge.
“We’ve made Oat Cheerios to cater to those who want to enjoy the benefits of oats without having to eat porridge. It’s also a perfect breakfast choice in both winter and summer, tasting great with either hot or cold milk.”
The cereal is now available in selected UK stores and will be hitting shelves across the country from January. Each 375g pack will be sold with a recommended retail price of £2.59.
The product launch is being supported by a £1 million spend on media and trade deals to provide consumers with offers and create product awareness.
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