PepsiCo is taking its Quaker Oats porridge brand in the UK into the gluten-free category in a bid to tap into rising demand in the country for free-from food.
A 510g canister of traditional rolled oats and a 350g box of ten Oat So Simple sachets will be available from next week, across all the grocery, wholesale and convenience channels, PepsiCo said.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData“Gluten is a protein which occurs naturally in wheat, rye and barley. Although oats are naturally gluten free, they may come into contact with grains containing gluten during farming, storage or transportation. Quaker Oats has introduced a breakthrough process, believed to be unique to the industry, to sort and clean the oats, ensuring they cannot be contaminated with gluten,” Jeremy Gibson, marketing director, nutrition for the brand, said.
Citing data from Mintel, PepsiCo said the UK’s free-from market is worth GBP470m and is predicted to grow by 43% in the next four years. The gluten free oats market is worth GBP4.2m, up 20% versus last year, PepsiCo added.
The rolled outs have a recommended price of GBP2.49; the sachets at GBP2.99.