25/11/2021 – Products / Morning Foods / Oats / Convenience / Meals / Vegan / Pot / Pouch
Morning Foods breaks out of breakfast and into mealtimes
Backed by significant marketing investment, leading UK oat miller Morning Foods has launched a first-to-market product – a revolutionary range of oat-based convenience meals.
The brand new ‘Oat Made’ range is a first step away from breakfast and into mealtimes for oat expert Morning Foods – Europe’s largest independent oat miller, which can trace its roots back to 1675. The exciting new proposition is supported by a significant multi-channel six figure launch campaign.
Pouch and pot, all-in-one, vegan meal solution
Oat Made is available in a meal pot or pouch format, offering flexibility around eating occasions. Pouches offer an exciting alternative to traditional pouched rice and noodles, and are a fantastic accompaniment to a huge range of meals, and the Pot is an all-in one meal solution ideal for lunchtime or on the go. The delicious new range is also vegan and it can be prepared in a microwave in just 90 seconds.
There are a variety of flavours to choose from, taking inspiration from global cuisines, demonstrating the true versatility of oats and their ability to complement a number of world food influences.
The range in pouches (all 250g) comprises three flavours – Golden Vegetable, Savoury Original and Mexican Style. The pots (all 250g) also come in three flavours – Mexican Style, Katsu Curry and Sweet Chilli Oats. The Pouches RRP at £1.75 and Pots at £2.25.
Packing a nutritional punch
Oat Made packs a real nutritional punch, delivering more than double the amount of fibre and protein compared to similar meal accompaniments. The new pots and pouches are also great for heart health. Rich in beta glucans, one 125g serving of Oat Made Original contains 50 per cent of the suggested daily amount.
The full range of three pouches and three pots are available now with a range of listings set for January 2022.
“Many factors have inspired Oat Made, from the growth of world foods, especially amongst younger consumers, to health, wellbeing and diet being more important than ever before,” noted James Lea, Managing Director at Morning Foods. “Vegan and flexitarian diets continue to grow in popularity as plant-based food is becoming more mainstream and an interest in gut health amongst consumers continues to increase,” he observed.
“All products are made from 100-per-cent British wholegrain oats, and offer a healthy, non-wheat alternative to conventional grain and noodle products. Suitable for vegans and vegetarians, these plant-based ingredients offers today’s consumer a convenient and nutritious meal,” he continued.
“Eating grains gives so many incredible health benefits, but oats are our real hero. Not only are oats naturally high in fibre, a great source of protein and essential micro-nutrients, they are also incredibly versatile. That’s why we’re creating a delicious and nutritious plant-based future, with the amazing oat at the heart of every meal,” added Mr Lea.
“We believe this range will fly off the shelves and is likely to appeal to the majority of consumers, from those who are time-poor to those who want to lead a healthier lifestyle,” he added.
Morning Foods is Europe’s largest independent oat miller which traces its roots back to 1675. It supplies product the UK Retail and Commercial sectors as well as exporting to 75 countries around the world.
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