Quaker Oats has introduced new packaging to its Quaker porridge pots range, moving into a paper format for easier kerbside recycling. The new packaging is fully recyclable and will mean shoppers are no longer required to separate the pot from the card sheath, allowing them to recycle with greater ease.
A new design will also roll out across the entire range of delicious flavours*, with new messaging on-pack emphasising the range’s recyclability and the nutritional value of the products as a source of fibre and protein. Additionally, the new design will also call out that oats are high in manganese which help naturally release energy**. With Gen Z and Millennial shoppers seeking convenient yet tasty breakfasts, the packaging changes will aim to appeal to this audience as data shows that 48% of Quaker Pot consumers are from this demographic.[1]
“We’re excited to bring this new packaging to market across our Quaker porridge pots range, and this is another step on our journey towards more sustainable packaging for our oats,” Divesh Parmar, Quaker Oats UK General Manager at PepsiCo, claims. “Sustainability is a key consideration for shoppers, with 40% of shoppers actively choosing brands that have environmentally sustainable practices[2]. As market leaders within hot cereals[3], we are committed to making continuous improvements to our product offerings, and these changes are the latest action we’re taking to meet the needs of retailers and shoppers alike.”
“Our Quaker Oats porridge pots range targets those shoppers seeking a convenient start to their day – so by introducing the new easy-to-recycle paper packaging, we’re really helping to make the entire user experience even easier. Quaker has a 47%[4] share of the porridge pots segment in Great Britain, and therefore will contribute significantly to the reduction of the amount of plastic used in the segment. The change to paper porridge pots will save an estimated 200 tonnes of plastic[5], ensuring our pots deliver on taste, nutrition, and recyclability.”
From mid-November, the launch of paper porridge pots will be supported with social media and influencer activity to amplify awareness. The new recyclable Quaker porridge pots will be available in a variety of sizes ranging from 45g-76g pots (£1.29 RRP***) across all major retailers and channels from November.
Offering consumers convenient breakfast options, pots are the fastest growing segment within hot cereals, now worth £43.6 million MAT, of which Quaker Oats delivers nearly half of segment sales[6].
*Golden Syrup, Original, Apple & Blueberry, Sweet Cinnamon, Caramelised Biscuit, Banana & Strawberry, Summer Berries, Chocolate Orange, Caramel Fudge, Golden Syrup Protein, Original Protein.
** Oats are high in manganese, contributing to normal energy-yielding metabolism.
***£1.29 RRP across the core range including Protein. £1.49 RRP Chocolate Orange, Caramel Fudge, Banana & Strawberry, Summer Berries, Big Pot Original, Big Pot Golden Syrup
[1] Kantar Breakfast Consumption Study, MAT Tracking to Q3 2022
[2] Deloitte & YouGov 2022 – https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html
[3] Based on NielsenIQ RMS data for Total Hot Cereals (client-defined) for the 52 w/e 28.10.23 for Great Britain Total Coverage retail market (Copyright © 2023, NielsenIQ)
[4] Nielsen, GB Hot Cereals, Total Market, Value Sales, data 52 weeks up to 30.09.23
[5] Estimated FY 2023 Volumes
[6] Nielsen, GB Hot Cereals, Total Market, Value Sales, data 52 weeks up to 30.09.23
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