WHITE'S SELLS OAT CEREALS TO HONG KONG AND THE EMIRATES

Organic breakfast cereals and snacks from Northern Ireland based White's, have been ordered by major retailers in Hong Kong and the United Arab Emirates. White's is supplying its full portfolio of organic porridge oats, toasted oats and real fruit porridge to the new customers, Park N Shop in Hong Kong and Lulu in Dubai. The deals, together worth £250,000 initially, mean that White's products will now be sold in over 200 supermarkets in these markets. Park N Shop is one of the two largest supermarket chains in Hong Kong and operates 260 outlets there as well as in mainland China and Macau. Lulu has more than 70 stores in the Emirates. Mark Gowdy, sales and marketing manager of White's, said: ???These are very exciting deals for us. The large numbers of expatriates living in both markets are having a real influence on the types of products that are now being demanded and we are also seeing a real shift in the taste preferences of local populations there towards our natural breakfast cereals. ???This has presented White's with a huge opportunity to sell our cereal products into new markets and one that we have been quick to grasp. Globally there has been an upsurge in the number of people eating cereals for breakfast as well as growing consumer interest in oats as people have realized the health benefits of including oats in their daily diet. ???This new deal forms part of White's ongoing export market development strategy and we will continue to identify new market opportunities to boost the company's preference overseas,??? he added. White's has also seen export success in markets such as Spain and Jordan. White's has given porridge oats a whole new lease of life by turning the cereal into a fashionable and contemporary breakfast and snack alternative. Among the most recent results of the company's focus on innovative products is a range of new Real Fruit Porridge in new packaging with revamped branding and offered as cranberry, apple and cinnamon, and sultana, raisin and apricot. The company, which has been in the oat milling business since 1841, currently employs around 50 people, White's Toasted Oats, the main snack product, continues to perform exceptionally well. Sales of Toasted Oats in 2007 were up 40 per cent on the previous year and strong distribution has been achieved through all channels. Picking up the high level of interest among consumers in how their food is produced and the demand for convenience, White's has expanded its range of Organic Oats, with Jumbo Oats being joined by Quick Cook Oat Flakes, Pinhead Oatmeal and Oat Bran. All of these have already secured listings with most of the leading retailers, including Waitrose. Other high profile customers include Harrods in London's Knightsbridge.