Scottish oats company Stoats has launched a 100% wholegrain cereal with oats – Toasted Oaty Flakes – in the UK.

The new product, which Stoats said contains oats cooked and roasted for extra crunch, will be available in original and fruit & nut varieties.

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Stoats said the new offering is in response to customer demand following a survey of its customers that said 46% of consumers regularly ate cereal and would like to see Stoats products available in this category.

“When choosing breakfast products, the survey found that the most important breakfast features were primarily natural ingredients and taste followed by nutritious ingredients and low sugar, with 47.6% of respondents attempting to avoid sugar in breakfast cereals,” Stoats said.

MD Tony Stone said the new product is “perfect for those that love porridge but are looking for alternative cold cereal options from mueslis and granolas”.

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“The oats are in their pure form and not blended with any other cereal or sugar,” Stone said. “The Original is perfect for those that wish to create their own taste combinations or for those who want a balanced breakfast. The fruit and nut flavour is packed full of juicy raisins, blueberries, apple slices, sunflower and pumpkin seeds and sliced almonds, offering a nutritionally rich breakfast and a taste profile that is driven by this year’s flavour trends.”

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Toasted Oaty Flakes can be bought online or from independent retailers. Stoats said further rollout is planned across the UK throughout 2016, with multiple listings scheduled for the third quarter of this year.