Research indicates that consumers have begun to disengage from the breakfast category, becoming bored and confused by the various offerings, particularly within the oats segment. However the introduction of Quaker, the world's largest oat brand, signals a breakthrough into the South African market. "It's an opportunity to entice and excite the category with a premium brand adding convenience, variety and choice to the oats audience and, together with the Quaker heritage stamp of approval, offers the brand the potential to position itself as a key advocate and drive the oats category going forward. Introducing a premium product to the mix will serve to attract new users to the segment as well as increase basket penetration," said Peta Friedman, Marketing Innovations Lead.
Quaker Oats is founded on a strong platform including convenience and taste. Containing real fruit pieces and the goodness of wholegrain oats, Quaker Oats Heaps of Fruit comes in a handy sachet format and is available in four flavours namely: Apple & Cherry, Summer Berries, Blackberry & Apple, and Banana & Strawberry. It's as simple as adding milk, pressing cook on the microwave and in two minutes you have a steaming bowl of oats.
The Quaker Oats South African launch campaign will be supported by a sampling drive, bringing some excitement back to the breakfast aisle with creative in-store promotions and point-of-sale material, public relations and a digital campaign focussing on a website and Facebook activity.
"The Quaker range, especially the Banana & Strawberry variant, has delivered a very strong performance in research to date, so we're confident consumers will love this new offering. The launch is an opportunity to revive the oats market and motivate South Africa to Quake Up to the deliciousness that is new Quaker Oats Heaps of Fruit,'' continued Friedman.
Quaker Oats Heaps of Fruit will be available nationally from select retailers at a recommended selling price of R44.99 per box (containing eight sachets).
For more information, go to Quaker Oats on Facebook.
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