This one’s just right…
Ireland’s prolonged cold snap has helped make porridges an appealing, heart-warming start to the day - complete with plenty of heart-health benefits.
Print9 February 2010
OAT-BASED products, including an array of porridges, cereals, cereal bars and flapjacks, have driven sales in recent years, as consumer messaging on the nutritional advantages of wholegrain foods has gathered pace. In fact, the Harvard Medical School recently placed oats first in a list of 11 foods most effective in reducing cholesterol levels. The Ivy League researchers have recommended that people turn to oat-based cereals to boost their consumption of oats to the recommended level of 20 to 35 grams a day.
Illustrating Ireland’s further potential for growth within this category, Flahavan’s recently announced a E1.6 million investment package for its Kilmacthomas mill in Co Waterford. On-the-go options, such as porridge and cereal pots and flapjacks have also proved popular with consumers who want a snack that excels in convenience and health. Such variants make an attractive lunchbox option for mums and children, as well as appealing to the health-conscious adult market which wants to remain heart-healthy and increase fibre intake.
Futthermore, there is increasing evidence on an international platform which points to oats’ growing status as a super grain. Firstly, they are a good source of cholesterol-lowering soluble fibre beta-glucan, found in oat bran, rolled oats and whole oat flour. They also score low on the glycaemic index, helping consumers to maintain consistent blood sugar levels. In Ireland, brands such as Flahavan’s and Odlums have recognised consumers are starting to understand the benefits of this grain ingredient, and have launched innovations in oat cereals and expanded product ranges in order to capitalise on this burgeoning market opportunity. In the UK meanwhile, recent formulation developments including Weetabix’s Oatibix and Oatibix bites as well as ‘Nestle’s Oats & More,’ have also demonstrated an increasing consumer awareness and preference for the health advantages oats can deliver.
The grain’s global advance was likewise demonstrated in 2008 when the US Food and Drug Administration added certain oat products to a health claim linking soluble fibre and risk of coronary heart disease; subsequently multiplying opportunities for oats in the rapidly rising heart-health market.
Oats have also received a boost in Europe. In July 2008, the French Food Health and Safety Agency (AFFSA) cleared a beta-glucan cholesterol-lowering health claim for oats. A similar claim has been in place in Sweden since 2002 and the UK approved a claim in 2004.
Such endorsements help enhance the general consumer perception that oats are a superfood. This is particularly important in Ireland, where Bord Bia’s latest Periscope Study shows the large majority of consumers agree with the attitudinal statements “I always try to eat a balanced diet” and “I try to buy foods that are natural”.
A new lease of life
Lifeforce Original Irish Muesli is synonymous with wholesome, healthy eating. This satisfying breakfast cereal is high in complex carbohydrates, fibre and other nutrients; essential for the most important meal of the day.
Lifeforce Muesli is easy to prepare and tastes delicious with both cold and hot milk. It is made from the finest Irish grown cereals and specially selected nuts and fruits. Lifeforce Original Irish Muesli tastes as nature intended without artificial additives or table sugar. The naturally sweet flavour is attributed to the finely chopped dates and finest raisins. Lifeforce Original Irish Muesli is available in 1.5kg and 750g packs.
Heart-warming start to 2010
Flahavan’s Porridge Oats offers consumers a warm nourishing breakfast that’s ready in minutes and packed with taste. Flahavan’s has been operating its oat mill in Kilmacthomas, Co. Waterford for generations, making it one of Ireland’s longest private family run food businesses.
Today, consumers are taking a greater interest in managing their own health and Flahavan’s through its focus on innovation and research has broadened its portfolio to include products that concentrate on convenienc
e, flavour and taste, tailored to the demands and lifestyles of health-conscious Irish consumers. Flahavan’s use the finest locally-sourced Irish wholegrain oats and organic oats in all their porridge oat products and they contain the natural nutrients, vitamins and fibre that are naturally low in salt, sugar and saturated fat.
Flahavan’s Microwaveable Quick Oats range provides a healthy, convenient choice in the
breakfast food range. Available in original and organic sachets, drum and portable porridge pots in original, strawberry and organic varieties, Quick Oats appeals to on-the-go consumers because they require zero effort. Simply microwave for a warm nutritious breakfast that releases energy to the body throughout the morning. Flahavan’s new Flapjack range is now available in Belgian choc chips, juicy cranberry fruit or original varieties. Light and golden with a crumbly texture, these oaty snacks are made with over 40% wholegrain oats and provide 7% of an individual’s daily fibre intake that can help fill the energy gap between meals. Each variety box contains six individually wrapped flapjacks for freshness and makes a great addition to a lunchbox for school kids, for coffee or teatime or on the move either at home, in the office before or after sport. The convenient handy box format, together with an energetic and fun packaging design for increased shelf visibility, is equally appealing to mums, young adults and kids.
Building on the 
success of the previous advertising campaign, Flahavan’s is back on air with a new TV and radio advertising campaign. Leading the animated pack characters in the TV ad is Ireland’s favourite brand Flahavan’s Progress Oatlets which shows that on a cold wintery morning, you simply can’t beat a warm bowl of Flahavans. The radio campaign focuses on the taste benefits and Irishness of Flahavan’s porridge oats and also highlights the health benefits of eating a bowl of Flahavan’s porridge for breakfast. It provides a warm, nourishing and tasty breakfast that is 100% natural delivered from farm, to mill, to table.
Catering for every taste
Odlums Porridge Oats have recently undergone a packaging refresh in 2009. The new look is set to reinvigorate the Odlums brand within the category while still maintaining the brand’s traditional values of quality and healthiness. Under the tag-line “Get a Hearty Start”, the range is in alignment with current consumer attitudes towards healthy eating and seeks to remind consumers to start their day with a bowl of nutritious Odlums porridge.
The Odlums range caters for every type of consumer whether traditional porridge users who like Pinhead and traditional porridge oatlets to time conscious customers who prefer the Smooth & Creamy or Quick & Easy range. The organic and fruit porridge products also provide consumers with additional delicious variants from which to choose.
The well documented benefits of porridge makes Odlums Porridge a firm favourite with consumers, not only in the winter months, but all year around. The Odlums Porridge range continues to be supported by attractive trade promotions, tailored in-store point of sale and integrated consumer marketing activity. n
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