Quaker Oats is expanding its Protein range with the introduction of a Peanut Butter variety.
The new launch aims to tap into growing consumer demand for protein-rich breakfast foods.
Mintel data suggests that nearly half of Gen-Z consumers prioritise protein intake and that the Protein Porridge segment is on the rise. The new launch therefore aims to target younger consumers.
The brand is also debuting a new look to its Protein range, which will now feature block colours on each pack to reflect each flavour. A new image of a spoon filled with the product is now located in the centre of each pack.
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Quaker Protein Peanut Butter cartons each contain eight sachets, each carton has an RRP of £3.50.
The brand is supporting the launch and packaging refresh with a marketing campaign, spanning online media, in-store shopper support and sampling.
Divesh Parmar, general manager for Quaker UK PepsiCo, said: “Protein porridge is undergoing a huge perception change. Having become more mainstream, it’s no longer just for shoppers looking to improve their athletic performance – protein porridge is for the everyday consumer.
“We’re confident that the revamp of our Quaker Protein range will bring incremental growth into the category and resonate with the intended Gen-Z and Millennial audience to support their lifestyle goals.”
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