Elovena porridge is now available in McDonald's outlets in Finland as part of the fast-food chain's breakfast offering, brand owner Raisio announced today (8 October).
More than 79% of Finnish households have consumed porridge at least once a month, according to research conducted by Raisio, which said the product is eaten not just for breakfast, but as a healthy snack throughout the day.
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The McDonald's offer started last week, and was described as “promising” by Raisio’s director for strategy and brands, Mika Kukkurainen. Two porridge flavours are available in McDonald's – Apple & Cinnamon, and Raspberry.
“We here at Raisio are extremely proud that one of the most successful global brands has our brand Elovena as their selected partner,” continued Kukkurainen.“Elovena as the market leader and expert in oats was the obvious choice for them to guarantee a quality breakfast and match with local taste. We have found in our consumer studies that people are willing to expand oatmeal usage to new situations, and McDonald's is the perfect partner for take away and ready to eat solutions.”
There are currently no plans to roll out the Elovena porridge to other countries outside Finland.
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