These Oat Made convenience meals are being launched by Morning Foods in the UK to provide consumers with a savory option to try out at lunchtime or dinner when seeking an alternative to their usual fare. The products come in six varieties to choose from including Savoury Original, Mexican Style and Golden Vegetable for the pouches and Katsu Curry, Mexican Style and Sweet Chilli Oats for the pots. The products come as the brand's first step outside of the breakfast market and will be supported by a substantial launch campaign to get the word out.
Managing Director at Morning Foods James Lea spoke on the new Oat Made convenience meals saying, "Many factors have inspired Oat Made, from the growth of world foods, especially amongst younger consumers, to health, wellbeing and diet being more important than ever before. Vegan and flexitarian diets continue to grow in popularity as plant-based food is becoming more mainstream and an interest in gut health amongst consumers continues to increase. We believe this range will fly off the shelves and is likely to appeal to the majority of consumers, from those who are time-poor to those who want to lead a healthier lifestyle."
Savory Oat-Based Lunch Meals
These Oat Made Convenience Meals Come in Pouches and Pots
Trend Themes
1. Savory Convenience Meals - Opportunity to capitalize on consumers seeking savory alternatives to their usual meals, particularly in lunch and dinner options.
2. Oat-based Products - Potential for innovation in using oats as a base for meal options outside of breakfast offerings, based on growing interest in plant-based and gut-healthy diets.
3. Expansion of Health-focused Offerings - Opportunity for brands to expand their product lines and marketing efforts to target consumers’ interest in health, wellbeing and diet beyond traditional meal times.
Industry Implications
1. Convenience Food - Opportunity to create and market new choices that meet growing demand for healthy, savory lunch and dinner options that are easily and quickly prepared.
2. Plant-based Food - Chance to further expand offerings and incorporate gluten-free, vegan and gut-healthy options, particularly in oat-based meals, to meet consumer needs and demands.
3. Advertising and Promotion - Potential for marketing agencies to develop campaigns that spotlight the health-focused, savory and convenient aspects of oat-based meals as they gain popularity with consumers.