The latest innovation insight from Gama Compass
MANCHESTER – 24th May 2018: For this month’s Innovation Insight, we take a look at a new launch bringing oats to the sweet spreads category in the guise of on-trend granola: Kween Granola Butter.
Described by its makers as “spreadable gold”, Kween Granola Butter is an oat-based product seeking to compete for attention in the sweet spreads space alongside more traditional options such as peanut butter and chocolate spread. Overtly aligning to the trend for ‘clean eating’, Kween Granola Butter is advertised as being vegan and low sugar, as well as free from gluten, nuts, GMOs, refined sugars, artificial sweeteners and preservatives. Its roll-call of “nutrient-rich ingredients”, meanwhile, includes flax, olive and coconut oils as well as maple syrup, alongside its primary ingredient of gluten-free rolled oats. Functional benefits are emphasised, in particular fibre and protein content, while one variety of the product also includes grass-fed collagen peptides, promoted as improving skin elasticity, reducing joint pain and improving muscle mass.
The launch of Kween Granola Butter comes as granola continues to make waves in the consumer goods space, most noticeably in breakfast foods but also – as Kween Granola Butter itself demonstrates – increasingly in a diverse range of other categories. As Gama discovered in a recent study, granola has succeeding in gaining ground where other breakfast cereals have struggled, largely by focusing on texture, tradition and authenticity, as well as ‘wholesome’ functional ingredients such as coconut, seeds and grains, and a ‘healthy’ profile oriented around ‘natural’ sweeteners such as honey in the place of refined sugars.
Having received relatively little innovation attention over recent years, especially in terms of addressing the demand for low-sugar, nutrient-rich and versatile convenience foods, sweet spreads could now be ripe for disruption, particularly if a broader range of ingredients can be successfully introduced to the category. By combining textural and taste benefits with a prevailing interest in cereals and grains such as oats, chia, flax and quinoa, companies could help reengage sweet spreads with younger, health-conscious consumers, eager for products that embrace concepts such as ‘clean eating’, guilt-free snacking and ‘high-‘fuel’ functionality.
Image source: Kween
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or firstname.lastname@example.org.
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