PepsiCo has decided to take its Quaker Oat So Simple porridge brand in the UK into the cereal bar category.
The US food and drink giant said it wanted to capitalise on the recent increased sales of Quaker Oat So Simple.
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PepsiCo claimed the porridge was the “fastest growing” of the UK’s top ten cereals brands and cited Nielsen data that showed sales were up 17.1% in the year to 29 October. It said consumers were “more likely to buy into a cereal bar if they already buy into the parent brand”.
The move, which will mean the existing Oats bars are phased out, will see PepsiCo introduce Quaker Oat So Simple Morning Bars next month. Five-bar multipacks will come in the three flavours – Golden Syrup, Raspberry and Pomegranate, and Fruit Muesli.
“Consumers lead increasingly busy lives and are looking for convenient and wholesome on-the-go breakfast products that don’t compromise on taste,” Quaker marketing director Patrick Kalotis said. “Quaker has a proven track record of driving innovation in this area which is why our Oat So Simple brand is now worth GBP62m (US$98.3m) and has been the fastest-growing brand in the top ten cereals consistently for the past two years.”
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