Breakfast of champions
Imagine a sumptuous breakfast tray of pancakes and syrup, cereal, fruit, fluffy bread and refreshing yogurt. Not only does it score highly on the taste meter but this morning feast is highly nutritious and increasingly available to those following a gluten-free diet, thanks to innovative manufacturers
17 August 2016
“Consumers’ breakfast habits are changing, with a wider variety of foods available, providing enticement away from the traditional breakfast of cereal/porridge and toast,” says Amy Price, senior food and drink analyst at Mintel. In recent times, Mintel reports an interest in fortification and tummy health has provided brands with an incentive to develop NPD and provide greater communication around these issues.
The dangers of high-sugar diets attracted prolonged negative media coverage in 2014 and into 2015. In fact, Mintel found that 82% of UK adults see flavoured cereal as containing a lot of sugar, with these cereals being hit hard by the heightened concerns around sugar. Healthy options such as porridge and granola are therefore the order of the day, a trend which is reflected in greater innovation and sales within these segments.
Delivering energy for the whole morning
Belvita biscuits are specially designed for breakfast*. The latest innovation from Belvita, Soft Bakes are launching in a Choc Chip variant into the convenience channel. Available in a 50g, single portion format, Belvita Soft Bakes Choc Chip is a soft and chewy baked biscuit made from wholegrains and choc chips, ideal for those looking for a softer eat in the morning. The Choc Chip variant is the number one soft variant within the multipack format**. To get your day off to a good start, try a balanced but tasty breakfast with Belvita; a piece of fruit, a plain yoghurt, a tea or a coffee for hydration, and a single pack of Belvita Soft Bakes.
Belvita delivers on on-the-go breakfast needs; they taste great, they are convenient for on-the-go consumption, as they are individually wrapped, and Belvita breakfast biscuits provide energy for the whole morning***.
Belvita singles are also available in two other great tasting variants; Honey and Nuts, and Strawberry Duo Crunch.
Belvita continues to be supported by a full 360 degree marketing campaign including a new TV advertising campaign, range sampling and digital/ social activation to further support the brand’s growth.
*(Consume as part of a balanced breakfast e.g. a serving of Belvita biscuits, a plain dairy product, a portion of fruit and a drink)
**(Source: YTD, up to 10 July 2016 – Tesco Dunnhumby)
***(Belvita Breakfast biscuits have a high content of slowly digestible starch, which is a slow release carbohydrate. Consumption of products high in slowly digestible starch (SDS) raise blood glucose concentration less after a meal compared to products low in SDS)
Flahavan’s is Ireland’s favourite porridge brand and continues to drive growth in the hot oats and healthy cold cereal market. Staying close to the consumer and understanding evolving consumers’ needs is key to the brand’s success. As the convenience hot oats market grows, Flahavan’s is continuously innovating to lead the market, a strategy which is clearly working as Flahavan’s yet again shows its dominance, with the company ranking as the number one chosen hot breakfast brand in Ireland in 2016*. Reflecting this, the Flahavan’s brand also continues to grow its convenience market share, increasing value share by 15% in the last year** and Flahavan’s continues to drive growth in the overall hot oats category.
This season Flahavan’s is launching new Super Oats that is sure to be a hit with Irish children this winter. Following extensive research, the company identified that many parents who already understood the health benefits of porridge, also had a need to provide the same wholesome, natural, healthy breakfast for their children. The ability of porridge oats to sustain energy levels throughout the morning and help children be active is something parents really value.
The Flahavan’s Super Oats packaging appeals to a younger age group with its colourful, fun and energetic cues. Flahavan’s Super Oats is super for active kids as its smoother texture appeals to younger children, and the oats contain a source of protein which contributes to the maintenance of normal bones. The oats are high in fibre, 100% Irish wholegrain and provide a slow release of energy. Super Oats will be available in the popular drum format with a free scoop for easy measuring. Another major benefit is that it is microwave ready in just two minutes.
Following the successful launch last year of handy packs, Flahavan’s has launched a new Blueberry & Red Apple variety, bringing an exciting new flavour to the Irish market, which is also available in the Quick Oats Pot range. Produced in Co. Waterford, the new additions to the Quick Oats brand are made with traditional Flahavan’s Irish oats, sourced within a 60 mile radius of the mill in Kilmacthomas and contain no additives or preservatives, only natural flavours.
The new sachet variant comes in a ‘handy pack’ format which contains five x 40g sachets for a consumer-friendly RRP of €2. Adapting to consumers’ desire for a smaller pack format, they are ideal for home or for use at work with a handy liquid measure to make preparation even easier.
The Blueberry and Red Apple sachets come in a shelf-ready case for easy merchandising with eight packs per case and the new variety will complement the already existing range of sachet products that are available nationwide. These include the Quick Oats sachets in Natural; Multi Seed; Apple, Raisin & Cinnamon; Golden Syrup; Red Berry; Lemon Curd and the Quick Oats Organic sachet.
In cold cereals Flahavan’s has announced the launch of a new Granola variety, Toasted Nut Granola. This new and indulgent treat of toasted wholegrain oat granola, combines cashews, almonds, pecans, walnuts and hazelnuts with the finest Flahavan’s Irish oats. Flahavan’s Toasted Nut Granola, made with quality, locally sourced ingredients, will bring a dash of delish to breakfast time when served as cereal or as a porridge topping.
With an easy-open resealable pack for freshness, consumers can pop it in their bag to transform any snack throughout the day or give fruit, yogurt or ice cream a decedent crunch by adding a granola topping.
Flahavan’s, Ireland’s number one breakfast brand, has made its granola free from additives and preservatives so consumers can enjoy each tasty spoonful free from guilt.
Celebrating over 230 years in business, Flahavan’s has grown to a company selling a wide range of oat products in 14 countries worldwide, with varying flavours and formats including Multiseed, Fruits and Organic, convenience Quick Oats pots and sachets, flapjacks, muesli, Granola and new Super Oats.
*(Kantar Worldpanel in association with ShelfLife)
**(Source: Kantar Worldpanel 27 March 2016)
Broader breakfast horizons through new innovations
Nestlé Breakfast Cereals continue to work hard to make breakfast better every day through making wholegrain the brand’s number one ingredient and adding exciting innovations to the range in 2016.
Shredded Wheat is launching a new campaign this month across TV, digital and out of home (OOH). Nestlé Cereals believe healthy choices help you make the most of life and Shredded Wheat provides a healthy choice to help you live your life to the full every day. This is an attitude of getting out there and not just doing what you need to do, but Shredding it. #shredded
Two new variants are also launching, Shredded Wheat Barley & Spelt and Shredded Wheat Rye & Quinoa. Natural wholegrain wheat that gives Shredded Wheat its crisp bite and taste, plus additional grains traditionally savoured for their distinctive flavours.
New Shreddies Max is likewise launching this month and is a tasty crunchy granola containing Shreddies pieces and protein from wholegrain wheat and oats. Shreddies Max is also high in fibre, contains no artificial colours or flavours and is low in saturated fat, allowing consumers to MAXimise their morning.
Joining the Nestlé GoFree family are new Nestlé GoFree Rice Pops and GoFree Coco Rice.
On shelves now, these tasty new cereals help those who exclude gluten from their diet have even more choice for breakfast in the morning.
GoFree Rice Pops and GoFree Coco Rice are fortified with B-vitamins, folic acid and iron, ensuring that those who go gluten free can be confident they’re getting a nutritious start to the day. The GoFree range is also free from the premium price tag for a ‘specialist’ cereal, making it great value.
The Nestlé GoFree range also includes GoFree Corn Flakes and GoFree Honey Flakes. For the latest news from Nestlé Gluten Free Cereals, visit Facebook.com/nestlegofree.
Food for active living
Vitality, food for active living, is launching its range this month. At the heart of the Vitality brand is nutrition. Vitality creates tasty food for people who embrace an active lifestyle, offering a range of nutritious, high protein food and snacks to sustain a balanced diet.
The Vitality range includes Vanilla Nutri-Pancakes and four flavours of Milled Nutri-Oats: Original, Honey Almond, Vanilla and Mixed Berry. The range also includes four flavours of High Protein Bars: Peanut Butter Crunch, Cranberry & Almond, Chocolate Mousse and Cookies & Cream.
Vitality Nutri-Oats have been developed to combine 19 vitamins, minerals and Omega 3. Vitality Nutri-Oats are gluten free with no added sugar and are high in protein and fibre, designed to fuel you for longer. They are an ideal healthy breakfast option (RRP: €5.99).
Vitality Nutri-Pancakes are gluten free, high in fibre, high in protein and contain no added sugar. Fortified with 19 vitamins and minerals, Vitality Nutri-Pancakes are a quick and convenient way to enjoy a guilt-free snack, or breakfast (RRP: €6.99).
Vitality High Protein Bars come in four flavours and are the perfect snack for those on-the-go, looking for an added hit of protein (RRP: €2.79).
All in all, the brand says: “When it comes to making healthy, sensible and delicious meal choices – make it Vitality.”
So fresh it’s famous!
Founded in 1953, Pat The Baker has risen to become one of the most recognisable brands in the grocery business today. From an original range of white/brown pans and morning goods, Pat The Baker has, in recent years, added considerably to its core range of products. The brown range has expanded to include the highly successful Wholegrain, Wholemeal, and Multigrain pans. The 400g range has also expanded (due to popular demand) and is performing exceptionally well, according to the company. The morning goods range, consisting of fresh buttermilk sodas, stoneground, scones, pancakes, and crumpets, has really expanded the profile of the brand and has given the consumer an opportunity to select from a wider range of quality products, suitable for all occasions.
Recently, the brand had its most successful addition to the Pat The Baker range – Pat The Baker Slimbos (Plain White Slimbos, Sesame and Linseed Slimbos, Mixed Seed Slimbos and 100% Wholemeal Slimbos).
Pat The Baker has also added the New York Bagels range to its portfolio, consisting of Plain, Wholemeal, Sesame and Cinnamon and Raisin. This again recognises that the consumer wants a variety of options and quality of products, when preparing for all occasions – be that breakfast, lunch, snack, takeaway, etc.
In 2016, Pat The Baker added two calorie-controlled products to its range (at only 58 calories per slice), along with three new seeded products – Ancient Cereal, Golden Malted and Multiseed with Chia.
Find out more about Pat The Baker on Facebook at /PatTheBakerOfficial #PatTheBaker
Company name: Clandeboye Estate
Contact name: Bryan Boggs
Address: Clandeboye Estate, Clandeboye, Bangor, BT19 1RN, Northern Ireland
Telephone: +44 (0)28 9185 2966
Fax: +44 (0)28 9185 2790
Product range: Artisan Greek, Natural and Flavoured Yoghurts
About Clandeboye Estate
Clandeboye Estate Yoghurt located on the historic Clandeboye Estate (2,000 acres of parkland owned by Lady Dufferin), uses milk from its own UK award-winning Holstein and Jersey herds to produce a range of natural, Greek style and flavoured artisan yoghurts.
Clandeboye Yoghurt, now the only cow’s yoghurt produced in Northern Ireland, is hand made using traditional techniques that provide a rich creamy texture without high fat content.
The milk is prepared and cultured very gently over a 24 hour period in small batches. This helps to create the exceptional flavour and texture for its yoghurts. The Greek style yoghurt is also made in the traditional way by straining through cheesecloth to create a product with absolutely no thickening additives and therefore no added fats. In addition to natural and Greek yoghurts, the Clandeboye Estate range features raspberry, strawberry and toffee and caramel.
The company’s existing Greek style Clandeboye Estate natural and stirred yoghurts are now listed by major retail multiples including Sainsbury’s, Tesco and Asda as well as symbol groups, such as Spar, and many independent stores. Clandeboye Estate Yoghurt also enjoys a loyal following in the hospitality and catering industry including the premium Hastings Hotel Group where the yoghurt is served at breakfast and in several leading restaurants where chefs have been impressed by the quality and versatility of the range.