PepsiCo‘s Quaker business has launched Paw Ridge, a new hot breakfast cereal aimed at children, to the UK market.

A spokesperson for the company confirmed that the porridge will be launched this week. It will initially be available at Morrisons before being rolled out to other UK retail outlets.

Paw Ridge, which is targeted at eight- to 12-year-olds, will be available in Original and Homey varieties. 

The launch will be supported by a marketing campaign that includes TV advertising, in-store merchandising, sampling and a dedicated website.