White’s Oats secures contract to grow their GB market share

Armagh based porridge and oats cereal brand White’s Oats has strengthened its presence in Great Britain by securing a contract with premium supermarket chain Booths Country.

The supermarket, which operates 28 stores across North West England, is recognised for providing responsibly sourced high quality food and its commitment to sourcing from local suppliers.

White’s will be supplying its range of porridge oats and oat cereals into the supermarket which will introduce the White’s brand to an even wider customer base and support its growth strategy outside of the domestic market.

White’s has made strong inroads into the GB grocery market over the past number of years through existing trading partnerships with Waitrose, Holland & Barrett, Spar Appleby, Asda and most recently Ocado.

Stuart Best, White’s business development manager, said: “As a market leader locally, we are delighted to be strengthening our brand reach and introducing new shoppers to the White’s brand.

“Despite a challenging business environment, we continue to deliver strong business growth outside of our domestic market and this latest listing with Booths reflects our mutual commitment to delivering quality products using only the best locally sourced ingredients from across the British Isles as well as our shared dedication to promoting healthy sustainable food choices.

“We look forward to working with Booths and promoting our 180-year heritage and strong farming partnerships across the UK and Ireland with their customers.”

The six products now available in Booths supermarkets include Organic Jumbo 750g; Organic Oat Flakes 750g; Toasted Oats Strawberry & Banana 500g; Toasted Oats Apple & Cinnamon 500g; Toatly Oaty Original and Toatly Oaty Apple & Cinnamon.

Andrew McDermott, buyer at Booths, added: “I am delighted to extend Booths portfolio of porridge oats and oat cereals in partnership with White’s. Packed with nutritional goodness and lots of flavour, White’s is committed to delivering the highest quality products, making the brand a perfect fit for Booths!”

White’s Oats is the Island of Ireland’s largest oat miller and has been milling locally grown porridge oats and granolas at its mill in Co. Armagh since 1841. All of White’s oats products are made from oats grown by its network of trusted Irish and British farmers.