In the face of increasing consumer demand for ‘free-from’ products, Quaker Oats is adding two gluten-free variants to its range.
Available from 26th September, the new products are a 510g canister of Traditional Rolled Oats (rrp £2.49) and a 350g box of 10 Oat So Simple sachets (rrp £2.99).
The ‘free-from’ market is currently worth £470m and is predicted to grow by +43% in the next four years, as consumers increasingly look to lead a healthier lifestyle. Gluten-free products are specifically aimed at those who suffer from coeliac disease, although many consumers prefer to reduce the amount they consume as part of a lifestyle choice. With the gluten-free oats market currently worth £4.2m, up 20% on last year, the launch is a clear no-brainer for Quaker.
Although oats are naturally gluten-free, they may come into contact with grains containing the protein during farming, storage or transportation. Quaker has found a way around this problem, as Jeremy Gibson, the brand’s Marketing Director Nutrition, explained:
“We have introduced a breakthrough process, believed to be unique to the industry, to sort and clean the oats, ensuring they cannot be contaminated with gluten.”
The introduction of a gluten-free range coincides with a packaging redesign for the entire Quaker Oats portfolio. Designed to emphasise the health benefits of oats, the new packs feature food photography and clearly visible nutritional claims.
