Toat'ly new deal for White's in Republic
A new range of instant and flavoured porridge is set to make its way onto the supermarket shelves in the Irish Republic. Toat'ly Oaty, a new instant and flavoured porridge from White's, Ireland's largest Oat miller, is to be launched by Stafford Lynch in the South.
Toat'ly Oaty, an all natural instant porridge, joins White's other oat products including Toasted Oats on the shelves of leading Irish retailers and features a colourful and engaging pack design which will appeal to both existing porridge users and attract new consumers into the porridge oats category.
White's is confident that the delicious natural flavours and the fact it only takes 2 minutes to cook will help introduce a younger generation to the healthy and nutritional benefits of porridge at breakfast.
The colour coded packaging features Green for Apple and Cinnamon, Purple for Wild Fruit and Red for Original.
Danielle McBride, brand manager of White's, says: "Winning business with new accounts as well as growing our existing business, supported by our partners Stafford Lynch is a tremendous boost that will further underpin White's steadily growing business in the Irish market place''.
"Toat'ly Oaty positions porridge as a convenient and easy breakfast cereal that is also extremely healthy and tasty. With just 176 calories per serving and packed full of health boosting nutrients, Toat'ly Oaty is the quick and easy way of giving everyone a balanced and nutritional breakfast''.
"We want all consumers, who are becoming increasingly aware of the food they eat, to recognise that White's Toat'ly Oaty Porridge is 100 per cent natural, low in fat and free from additives. What's more it has a low GI index meaning energy is released more slowly into the bloodstream, helping the body stay fuller for longer; and provides a rich source of soluble fibre beta-glucan which has been shown to help reduce cholesterol*.''
"Toat'ly Oaty represents a significant investment by the company to widen the market for instant porridge. Based on 100 per cent wholegrain jumbo oats and nothing artificial it's an important extension to our existing product portfolio and demonstrates our commitment to the development ofnatural and innovative products in what is a dynamic and fast moving marketplace." she adds.
The introduction of Toat'ly Oaty instant porridge follows an investment by White's in two new packaging lines in 2010 at its mill in Tandragee, County Armagh.
White's has been milling oats in Co. Armagh since 1841. Using only the finest 100 per cent Irish grain in all its products ensures its customers enjoy the natural and tasty benefits of White's porridge oats. White's currently sells a range of oat-based products from traditional and instant oats to crunchy oat clusters with fruit to customers in Ireland, the United Kingdom, the United S
*Porridge oats are a great source of soluble fibre beta glucan which has been shown to help reduce cholesterol. One 30g serving of White's Toat'ly Oaty Original provides 1.3g of beta glucan which is just over one third of the recommended daily intake of 3g per day. The inclusion of oats as part of a diet low in saturated fat and a healthy lifestyle can help reduce cholesterol.