October 6, 2011, 7:09 am

Quaker Oats is hopping to  help retailers drive sizzling sales this winter as the hots category continues its strong growth, spearheaded by Oat-So-Simple, the fastest growing product in the top ten cereals (+21.%).

The brand is aiding independent retailers to maximise the growing trend towards hot cereals with new range additions and a UK-wide sampling programme.

The brand has also released plans to expand its Cupar factory, which are well underway.

Jon Kyle, PepsiCo Impulse Sales Director, said:

“The hot breakfast occasion has grown by 70% in the last ten years, with hots cereals driving category growth (18%) and significantly outperforming total cereals (2%).

“Quaker experienced its biggest sales uplift to date in 2010, and following one of the coldest summers on record, we expect this strong growth to continue as we head into the month of ‘Oatober’!

“Creating compelling ‘on the go’ breakfast meal displays will be central to generating incremental sales and retailers should stock up on Oat-So-Simple pots and Tropicana single serve juices to maximise this growing trend.”

Quaker Oats' new White Chocolate & Raspberry Indulgent Oats

By launching these new products, Quaker believes it is offering customers a high quality, healthy and convenient ‘hots’ proposition with a complementary portfolio of products, including a new Oat-So-Simple Indulgent’ collection and range of new flavours.

The new additions aim to offer consumers the convenience they already associate with Oat-So-Simple, while also extending the appeal of porridge by attracting non-traditional porridge eaters to the category.

The Quaker sales team will be helping to drive footfall and sales this autumn, providing samples to a wide range of consumers, including 50,000 students, who will receive Oat-So-Simple pots as part of their fresher’s goody bags and visitors to the Ideal Home Show in November.

The experiential activity will be reinforced by online offers, such as e-coupons, together with large scale outdoor advertising and bespoke PoS materials centred around the theme of ‘Oatober’.

Kyle concludes:

“We encourage retailers to stock up ahead of the busy winter season, as consumer demand for warming breakfast options increases.

“We’re confident that our increased marketing activity and exciting NPD will provide an additional catalyst for shoppers to seek porridge options as the winter approaches.”


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