Mornflake, the UK cereal business, has introduced a high-protein porridge range in its domestic market called Go.
Mornflake Go targets “those seeking a better tasting protein boost at breakfast,” the firm said.
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The product is made with rolled oats, skimmed milk and plant soya protein. It promises to provide higher protein content than other soya-enriched porridge offers. Each 100g serving offers 22% total protein.
The range is available in two variants, original with no-added sugar and chocolate, in either single-serve microwaveable sachets or instant pots. It launches into Sainsbury’s in the UK this month.
“The protein market is set to reach a staggering GBP8bn (US$11bn) by 2017 and health is a key driver for consumption but the strong taste and aroma of many added protein products can be a barrier to repeat purchase,” said Mornflake marketing manager Richard Jones. “Mornflake Go High Protein Porridge is well placed to drive growth in the carry-our breakfast category, combining the goodness of wholegrain oats with plant-based soya protein in two quick and convenient formats.”
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