Northern Irish Porridge in GB Sampling Drive

White's, Oats the Northern Irish porridge specialist, has launched a major sampling promotional drive to boost sales in Great Britain and Northern Ireland.

The company teamed up with Work Perk, the sample distribution business, to enable 50,000 office workers in the United Kingdom - 25,000 south of Birmingham - to enjoy 30g microwaveable sachets of Toat'ly Oaty porridge. Each sachet comes with a 50p money-off coupon to redeem against the product in store. As well as the promotion in Britain, White's distributed the sachets and coupons to 25,000 workplaces in Belfast, Londonderry, Lisburn and Armagh.

Danielle Mc Bride, brand manager at White's, commenting on the new promotion, the company's first with Work Perk, says: "The aim is really to drive trial and engagement with the product and grow awareness of our brand to key target audiences, specifically those looking a healthy nutritious yet convenient breakfast.

"The sampling is part of an initiative by us to get employees to start their day with a healthy and nutritious breakfast and also to highlight the fact that a healthy breakfast doesn't have to take lots of time and effort thanks to our handy microwaveable sachets."

Once the samples are distributed consumers are asked to fill out a questionnaire on the product so we can hopefully get actionable insights to take forward. White's instant porridge is made from 100 per cent Wholegrain Jumbo Oats.

"Toat'ly Oaty comes in convenient microwaveable sachets which are ideal for busy people who are always on the go. With just 176 calories per serving and ready in just over two minutes, they're a healthy, low fat and power packed breakfast to get your day started. What's more, the complex carbohydrates and low GI properties of oats release energy slowly keeping energy levels topped up throughout the morning and helping the body stay fuller for longer, thereby reducing the cravings to snack," she adds.

Toat'ly Oaty was also awarded a gold star at the recent UK Great Taste Awards; a testament to its superior taste and texture, making it not just a convenient breakfast option but also a tasty one. Toat'ly Oaty original won a Great Taste double gold last year (best in category) and single gold this year along with the newly launched Toat'ly Oaty with added Multi Seeds. Supporting the taste and texture of the product is the fact it's made from wholegrain Jumbo Oats.

Toat'ly Oaty Easi-cook Jumbo Oats are available in four delicious varieties- Original, Apple & Cinnamon, Wild Fruit and Multi Seeds.

The Original and Multi Seed is available in Holland and Barrett and the Original and Apple and Cinnamon is available in Waitrose. Waitrose extended the range to include apple and cinnamon this year and Holland and Barrett is a new stockist taking the product from September of this year.



The product is also available in Asda and Sainsbury's in Scotland and all leading food retailers in Northern Ireland and Republic of Ireland.