Aiken PR

The Briefing

White’s Innovation Supports Brand Growth

by Aiken PR


sfdWhite’s Oats, Northern Ireland’s leading porridge and oat cereal brand has announced that it has secured a new contract with Tesco and Sainsbury’s Northern Ireland for its new low sugar granola.  The new product which also has planned listings in Spar and Supervalu is estimated to be worth over £250k to the business.

Through a continued programme of product development in response to consumer trends, White’s has recorded impressive growth across its range of oat based cereals, which are up 16% year on year* and the launch of its low sugar granola will further strengthen its ready to eat portfolio.

Stuart Best, Business Development Manager for White’s Oats commented, “At White’s we are committed to delivering quality products, meeting our customer needs and innovating to broaden our appeal, and our new low sugar nuts and seeds granola, made from all natural ingredients, has less than 5% sugar and is proving to be hugely popular with the health conscious consumer. We already have a strong market share for granola with our current offerings and with sales growing by 19% year on year*, our new low sugar granola compliments this range and will now be available in over 40 Sainsbury’s and Tesco stores across Northern Ireland.

Low sugar is increasingly important to customers who according to recent research** found that sugar content is the most important factor for people when making healthy food choices – overriding fat and salt.  The granola is made from ingredients which are suitable for vegans, delivering on the trend for healthy nutritious plant–based foods, and doesn’t comprise on the taste and great flavour that White’s granolas are known for.

White’s Oats is Ireland’s largest oat miller and has been milling locally grown porridge oats at its mill in Co Armagh since 1841. All of White’s oats products are made from oats grown by its network of trusted Irish and British farmers.