- The redesign will roll out throughout November across wholesale, foodservice and speciality coffee shops.
- Two new RTD iced coffees will be available in wholesale and foodservice channels.
- The MOMA range is available via Brakes, Bidfood and select independent wholesalers
MOMA Foods, the oat drink and cereals brand, has unveiled a strong new look, in a move designed to strengthen its position as the top choice for all things oats.
Based on consumer insight, MOMA has been given a clearer brand positioning, helping its products stand out in the category and making it easier for operators to make more informed purchases. Research conducted by the brand highlighted ‘category confusion’ with multiple products appearing to meet similar needs, as well as raised concerns over health and taste credentials*[1].
MOMA’s new look and feel addresses all of those barriers by adding more taste, health and carbon labelling call outs on pack, to celebrate their ‘Oats Made Extraordinary’. MOMA has also worked with local farm partners on a 100 mile ‘farm to pack promise’ for their entire oat drink range, committing to only use oats that are grown, harvested and packed in the UK, within a 100-mile radius of the factory.
Alongside the rebrand, MOMA is adding two RTD Iced Coffees to its foodservice offering. The 250ml cans are in Oat Latte Chocolate and Oat Latte Caramel variants (Both # £1.80; case of 12).
30% of coffees purchased in a coffee shop are made with oat milk, but just 2% of iced coffees are made with oat*[2], despite it being an excellent pairing for coffee. As oat experts, MOMA has created a delicious and convenient range of iced coffees that really hero the fantastic taste of oat and coffee, rather than relegating oat to a range extension of dairy based products.
Helen Pomphrey, Marketing Director at MOMA said, “This is an exciting new phase for the MOMA brand with a significant shift in our brand positioning and identity. We know we’re the cream of the crop when it comes to making products with our oats.
“Our high quality ingredients set us apart from the rest. We’re really passionate about discovering new flavour combinations and finding new ways to elevate oats so that everyone can reap their nutritious and delicious benefits”.
# Price set at the discretion of the wholesaler
[1] Think KWAD – MOMA qualitative independent research – Feb 2024
[2] * IRI Iced Coffee Total Market 52 w/e 10th June 2023
Comments are closed.