# Malted Porridge Cereals Horlicks Malted Porridge Moves the Brand Beyond Drink Mixes By Michael Hemsworth | Published 2025-02-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/malted-porridge References: [foodanddrinktechnology](https://www.foodanddrinktechnology.com/news/57247/horlicks-innovates-in-the-cereal-aisles/) & [horlicks](https://www.horlicks.co.uk)  Horlicks Malted Porridge is the brand's latest product innovation for the UK market that's crafted with flavor and nutrition in mind to provide consumers with a way to fuel up for the day ahead. The product builds on the brand's prowess with hot malted drink mixes and features [jumbo oat flakes formed into clusters](https://www.trendhunter.com/trends/amara-breakfast-oat-melts), which are paired with the [creamy, malty flavor](https://www.trendhunter.com/trends/soufflet-malt) of Horlicks. The hot breakfast product is ready to be prepared and enjoyed in moments, and will help to stave off hunger for longer thanks to the oats in the recipe that deliver a slow energy release. Brand Manager Rebekha White spoke on the Horlicks Malted Porridge saying, "Horlicks is a British brand loved by all, that has helped bring comfort and enjoyment to the nation for generations. Extensive consumer research has told us that, given the choice, [Horlicks’](https://www.trendhunter.com/trends/horlicks) fans would love to wake up to their favourite malty goodness brand…and so we decided to give them exactly that with the introduction of our Horlicks Malted Porridge.” ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 63% | Activity: 57% | Freshness: 34% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Malted Porridge Innovation:** A shift from traditional drink mixes to malted porridge highlights a focus on innovative breakfast options combining nostalgia with nutrition. - **Convenience-focused Breakfast Solutions:** The emergence of ready-to-eat, quick-preparation breakfast products responds to the demand for convenient morning meal solutions in busy lifestyles. - **Nostalgia-driven Product Launches:** Leveraging brand heritage and nostalgia, companies are repackaging classic flavors into new product formats to rejuvenate brand interest and expand consumer bases. ### Industries Being Reshaped - **Instant Breakfast Foods:** The instant breakfast market is expanding with innovative offerings that combine traditional flavors with modern convenience to meet shifting consumer preferences. - **Functional Foods:** Functional foods featuring slow energy release ingredients like oats are rising in popularity as consumers seek health benefits beyond basic nutrition. - **Heritage Brands Reinvention:** Heritage brands are finding new life by adapting iconic products into fresh formats, capturing both nostalgia and modern dietary needs. ## Related on Trend Hunter - [Flavorful Breakfast Porridges](https://www.trendhunter.com/trends/horlicks.md) - [Pudding-Flavored Drink Mixes](https://www.trendhunter.com/trends/horlicks-malt-drink-mixes.md) - [Comforting Dessert-Inspired Drink Mixes](https://www.trendhunter.com/trends/horlicks-sticky-toffee-pudding.md) - [Jammy Malted Drink Flavors](https://www.trendhunter.com/trends/jam-roly-poly.md) - [Functional Nourishing Shakes](https://www.trendhunter.com/trends/nourishing-shakes.md) - [Versatile Ready-to-Enjoy Porridges](https://www.trendhunter.com/trends/porridge-pots.md) - [High-Protein Dessert-Flavored Porridges](https://www.trendhunter.com/trends/fuel10k-porridge.md) - [Oat-Powered Breakfast Products](https://www.trendhunter.com/trends/moma-foods.md) - [Dessert-Like Protein Granolas](https://www.trendhunter.com/trends/fuel10k-granola.md)