- Quaker Oats is launching two new product lines, Porridge To Go and Fruit and Oat Squeeze in the U.K. this summer to target consumers who eat breakfast on the move, according to FoodBev Media.
- Porridge To Go breakfast squares contain whole grain oats and are free of artificial colors, flavors and preservatives. Fruit and Oat Squeeze pouches contain a combination of yogurt, fruit and oats, and are designed to be eaten straight out of the package.
- “With an increasing number of people looking for breakfast options that are healthier yet convenient, Quaker To Go caters for this demand and we anticipate the new range will be popular for those looking for a wholesome, satisfying and portable breakfast to kick-start the day," Quaker Oats brand manager Alessandra Zorzitto told FoodBev.
As the cereal industry continues to struggle, many legacy brands have embraced convenience-centered product reformulations to lure consumers back to the category. Though much of these innovations target millennials specifically — a Mintel study found that 40% of the demographic believes pouring a bowl of cereal is too much work — consumers of all ages have begun to move toward on-the-go breakfast solutions.
Most companies have invested in breakfast bar products like Quaker's new Porridge To Go breakfast squares, which come in golden syrup and strawberry, raspberry and cranberry flavors, to cater to busy consumers. For example, General Mills recently rolled out "on the go" pouches of its Golden Grahams, Fruity Cheerios and Cinnamon Toast Crunch products, and Post has developed a line of breakfast shakes and a Honey Bunches of Oats-infused breakfast biscuit. Brands are also gradually formulating these products with added protein, fiber and whole grains, and phasing out artificial ingredients and high sugar amounts.
But could a squeezable pouch of oatmeal like Quaker's Oat Squeeze take the convenience trend too far? It's possible. Consumers may find the texture of a yogurt, fruit and oat mixture squeezed from a tube unappetizing, especially since many can get the protein and other nutritional benefits from oatmeal in value-added shakes and yogurt. Not every product has a successful convenience counterpart, and ony time will tell how traditional and reformulated oatmeal products will fare as consumers continue to demand on-the-go products.