Quaker Oats is broadening its breakfast offerings with the introduction of a new Quaker Overnight Oats collection, aimed at capitalizing on one of the rapidly increasing breakfast trends among shoppers in the UK.
This initiative addresses a noticeable disparity between the rising consumer interest in overnight oats and the actual preparation of these meals at home. Recent findings reveal that while over 70% of UK consumers recognize overnight oats, significantly fewer individuals take the time to prepare them, with perceived time and effort being the primary obstacles.
The newly launched Quaker line, featuring flavors such as Blueberry and Mocha Choc Chip, is designed to eliminate these barriers by streamlining the preparation process into four simple steps the night before. This innovation ensures that consumers will have a ready-to-eat, chilled breakfast available in the morning.
The introduction of this product also underlines a significant evolution in breakfast consumption patterns. Kantar data indicates that over 420 million instances of oats are now being enjoyed in their cold form rather than cooked, a trend primarily driven by younger demographics seeking nutritious, high-fiber, and high-protein options that accommodate their active lifestyles. Social media platforms have further accelerated this trend, with overnight oats gaining substantial popularity.
Quaker anticipates that this new range will attract a younger audience, expand the use of oats beyond traditional settings, and reach beyond its established hot-oats market. By providing a practical, non-HFSS resealable 350g pouch at an MSRP of £3.75, the brand aims to support retailers in enhancing the breakfast category while ensuring its relevance throughout the year.
Danielle Gipson, head of marketing at Quaker, articulates a straightforward strategy: simplify the adoption of a burgeoning trend. “Breakfast habits are evolving, with shoppers increasingly seeking options that offer convenience without sacrificing taste and nutrition… By making overnight oats easier to prepare, we’re inviting new consumers into the category and fostering more opportunities for enjoying oats all year long.”
