# Oat-Rich Baking Products The Mornflake Oat-Based Baking Range is Consumer-Driven By Michael Hemsworth | Published 2021-07-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/oatbased-baking-range References: [conveniencestore](https://www.conveniencestore.co.uk/products/morning-foods-unveils-new-oat-based-baking-range/658355.article) & [morningfoods](https://www.morningfoods.com) The Mornflake oat-based baking range is being launched by [Morning Foods](https://www.trendhunter.com/trends/convenience-meals) as a consumer-driven product lineup that speaks to the increased demand for at-home baking solutions. The home baking ingredients are all oat-based and come in three options including Oat Flour, Jumbo Oats and Oatmeal, which are all packaged in paper packaging. The organic products will be available for purchase online with additional retail offering expected to follow in the near future. Marketing Director at Morning Foods Richard Jones spoke on the new Mornflake oat-based baking range saying, "We also had an influx of demand from our consumer base for [oat-based baking products](https://www.trendhunter.com/trends/fuel10k-baking-mix-range), and this has led us to create a bespoke range to meet the demand. All three products are made from [100% per cent organic oats](https://www.trendhunter.com/trends/regenerative-organic-certified), and offer a healthy, non-wheat alternative to conventional baking ingredients. Suitable for vegans and vegetarians, these plant-based ingredients offer today’s consumer the perfect option for both sweet and savoury bakes.” ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 30% | Activity: 50% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Oat-based Baking:** Increasing consumer demand for at-home baking solutions presents opportunities for the development of more oat-based baking products. - **Organic Products:** The rising preference for organic products presents opportunities for the development of organic oat-based baking ingredients. - **Plant-based Ingredients:** Consumer demand for plant-based options presents opportunities for the development of more plant-based oat-based baking ingredients. ### Industries Being Reshaped - **Food:** Food companies can capitalize on the trend by developing more oat-based baking products. - **Organic Farming:** Organic farming can benefit from the trend through the increased demand for organic oat-based baking ingredients. - **Vegan/vegetarian Products:** Vegan and vegetarian product companies can benefit from the trend through the development of more plant-based oat-based baking ingredients. ## Related on Trend Hunter - [Versatile Artisan Baking Products](https://www.trendhunter.com/trends/home-baking-products.md) - [Oat-Powered Breakfast Products](https://www.trendhunter.com/trends/moma-foods.md) - [Nutrition-Minded Oat Products](https://www.trendhunter.com/trends/whites-oats.md) - [Flavored Gluten-Free Granolas](https://www.trendhunter.com/trends/glebe-farm.md) - [Nutrient-Dense Baking Flours](https://www.trendhunter.com/trends/gluten-free-oat-flour.md) - [Convenient Health-Minded Bread Products](https://www.trendhunter.com/trends/biona-bakery-range.md) - [Versatile Oat Beverages](https://www.trendhunter.com/trends/versatile-oat-beverages.md) - [Recyclable Oat Packaging](https://www.trendhunter.com/trends/mornflake.md) - [Fruity Minimal Ingredient Oatmeals](https://www.trendhunter.com/trends/quaker-oats-fruit.md)