UK: Alpen launches porridge pots

By Dean Best | 15 August 2012

  • Three SKUs on sale at Morrisons
  • Roll out to other multiples next month 
Alpen porridge pots are on sale at Morrisons

Alpen porridge pots are on sale at Morrisons

Alpen has become the latest cereal brand in the UK to launch porridge pots.

The brand is looking to tap into demand for more convenient breakfast products with the new lines, which have initially gone on sale in Morrisons. The pots will be rolled out to "all other major supermarkets" from next month. They have an RRP of GBP1.19 (US$1.87) a pot.

There are three SKUs in the range - fruit and nut; raspberry, apple and raisin; and blueberry, cranberry and nuts.

Alpen, a brand owned by Lion Capital, said the new products follow the "great success" of its range of porridges in sachets, which went on sale last autumn. Two flavours have been added to the sachet range - apricot, almond and hazlenut; and maple and pecan.

PepsiCo sells porridge pots under its Quaker brand. Earlier this year, it added two products containing toppings to the range.

Show the press release


Potty for Porridge! Alpen Launches Exciting New Range of Porridge Pots

Two new flavour variants also added to existing sachet range

Alpen is to launch a brand new range of convenient porridge pots, building upon its popular porridge sachet range, which launched at the end of last year. The Alpen Porridge Pots are designed to appeal to consumers looking for a convenient and quick way to get added taste and texture in their porridge, while they’re on the go. The new range will be available in three variants – 1. Fruit & Nut, 2. Raspberry, Apple & Raisin and 3. Blueberry, Cranberry & Nuts. 

The Porridge Pots are designed for ease of use – with no need for a microwave, consumers simply add hot water and it’s ready in 2 minutes.  Taste remains at the heart of the Alpen offering – the porridge is packed with raisins and nuts, along with real fruit pieces, giving the porridge added taste and more texture than other porridges on the market. 

The hot category has seen double digit growth every year for the last three years* and since its launch in October 2011, the Alpen Porridge sachet range has seen great success. All three variants have performed equally well, with strong repeat rates across the range. The brand believes that the new pots are an opportunity to expand into new usage occasions.

Ciara O'Connor, Alpen Senior Brand Manager said, “We know that consumers love Alpen porridge, not only because it’s hearty and warming, but also because it delivers much more on taste and texture than other porridges on the market. Alpen muesli was the inspiration for the porridge range which is why we use actual inclusions - the ingredients are chopped and blended and you’ll find real fruit pieces, raisins and nuts in your Alpen porridge pot, depending on which flavour you choose.

“The sachets have been doing really well, which is why we’ve decided to introduce the pots.  It doesn’t matter if you’re on the go or working in an office which doesn’t have a full kitchen, all you need to do is add hot water to enjoy a delicious and wholesome breakfast in 2 minutes.”

The 60g pots are available in Morrison’s (from Saturday 11th August) and rolls out in all other major supermarkets from September. MRRP £1.19 per pot.

The popular sachet range will also see the addition of two new variants – Apricot, Almond & Hazelnut and Maple & Pecan.

“We’ve seen such a great response to the three existing variants and consumer testing showed there was an appetite for new flavours,” said Ciara.  “Our development team looked to the muesli range for inspiration and we found that apricot works beautifully within porridge.  We’ve also seen that nuts are becoming increasingly popular and the maple and pecan combination scored very highly amongst our testers.  Hopefully we’ll see those results echoed in store.”


Original source: Alpen

Sectors: Cereal, NPD & innovation

Companies: Morrisons, PepsiCo

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