Mornflake is targeting busy city workers and students with the launch of a range of instant porridge pots.
The brand’s new product are the only instant porridge pots on the market that come with a handy spoon.
Unlike the brand’s existing oats2go ‘sachet’ products, which must be mixed with milk and be done in the microwave, Oats2Go Instant Porridge Pots (rrp: 89p) contain milk powder and only require the addition of hot water from a kettle.
The porridge pots creation encourages consumers to start the day the right way, with a bowl (or pot) of porridge.
To prepare consumers need to add boiling water, give it a stir, leave for one minute and the snack is ready.
The range is available in original, sultana & apple, and Lyle’s Golden Syrup, with three more flavours to be introduced later this year.
Mornflake marketing manager Richard Jones said:
“Mornflakes Oats2Go sachets are still growing but some people are looking for the next level of convenience – particularly office workers who eat breakfast at their desks.
“Quaker “pipped us to the post” with the launch of its Oats So Simple porridge pots (rrp: 99p) earlier this year, so we hope Oats2Go does the same.”
The new Mornflake launch coincides with the roll-out of a new pack design across the brand that reduces the size of the Mornflake branding aiming to give more prominence to product names and flavours.