PepsiCo, the food and drinks giant, has expanded beyond its traditional hot breakfast offering with the launch of a ready-to-prepare Overnight Oats range under its Quaker brand in the UK.
The new product line began rolling out across UK retail channels in June. Available in Blueberry and Mocha Choc Chip variants, the range combines 100% wholegrain oats, chia seeds and flavour inclusions in a 350g stand-up, re-sealable pouch format. According to the company, the products are designed to simplify overnight oat preparation for consumers in four simple steps the night before.
The launch forms part of a broader strategy to attract younger shoppers and create new consumption occasions for oats throughout the year. According to the brand, more than 420 million oat-eating occasions in the UK are now prepared cold rather than cooked, with consumer awareness of overnight oats surpassing 70%. However, preparation barriers remain a deterrent for many shoppers.
The Blueberry variant contains 5g of fibre per serving, while the Mocha Choc Chip variant delivers 5.5g of fibre. The products are available across all channels at an RRP of £3.75 ($4.76).
Danielle Gipson, head of marketing for Quaker at PepsiCo, commented: “Breakfast habits are changing, with shoppers increasingly looking for options that still deliver convenience without compromising on taste and nutrition. Overnight oats have become one of the fastest-growing breakfast trends, particularly among younger consumers, yet many people are still put off by the preparation involved”.
Source: Talking Retail / FoodBev
