Rude Health is launching a new 100% traditional Scottish porridge – ‘The Oatmeal’ – nationwide into Waitrose this month.
Made from Organic Scottish Oatmeal, The Oatmeal is the only blend of oatmeal on the market as developed by Nick Barnard, co-founder of Rude Heath.
Containing a blend of steel cut pinhead and medium oatmeal it is a porridge aimed at the new breed of make it yourself consumers, and old world traditionalists.
With the UK porridge market now worth £157 million, the hot cereal market has grown by 30% over the past two years and Rude Health has worked to be at the forefront of this trend with their organic porridges including Morning Glory, Daily Oats, Fruity Date, Top Banana – and now The Oatmeal.
Nick Barnard, Managing Director said:
“Hot oat cereals npd and category growth has been all about adding cheap and unhealthy sweetness, in over packaged and very expensive (pence per gram) formats, such as pots and sachets.
“Rude Health makes porridge for the purists – young and old – who want traditional taste, texture, value and health – and to make it themselves.
“It’s all about the experience, and the ceremony of making your breakfast, as well as the comfort of knowing what goes into your porridge is 100% natural and unrefined.
“Rude Health’s range of traditional porridge leads the way in the trend to eat porridge all year round.”
The Oatmeal completes the trio of organic cereals in Waitrose made by Rude Health: The Granola, The Ultimate Muesli and now The Oatmeal.
It is available immediately in Waitrose £2.99/750g and independent stores nationwide from July.