Harraways, which has been trusted by Kiwis for 150 years, now offers a range of Oat based breakfast cereals; Nicola’s Organics and Premium Muesli Mixes.

“To coincide with our 150th birthday celebrations last year, Harraways launched the ‘Birthday Berry Bonanza’ (Oat Singles, Berry Mix, Multi-Pack) and the ‘Chia, Coconut and Cranberry Celebration’ (a new, higher protein flavour mix from Oat Singles). Both products have been available through New World and PAK’nSAVE outlets nationally. The two Birthday lines are now well established within Foodstuffs outlets nationally and are growing nicely. IRI data to 31/12/17 showed dollar sales growth of over 120% for both SKUs across the six months since June 2017 with total sachet segment growth over that time of 7.3%. Given their success, these new products are now a standard part of Foodstuff’s range and their names have been tweaked ongoing to ‘Berry Bonanza’ and ‘Chia, Coconut and Cranberry’," marketing manager Peter Cox told Supermarket News. 

“Selling into the trade from late February 2018 (Grocery and selected Pharmacy) we have just launched a first to market in Hot Cereal. Harraways Oat-activ ® Singles in Original and Cranberry. The proposition is that it reduces cholesterol with via a ‘double action’ of beta-glucan (naturally occurring in the oats) and added plant sterols. Oat-activ ® is available nationally at all good Pak N Save and New World Supermarkets.”

According to Cox, the consumer trends in this category include a move to smaller packs (buying less, more often), a move to more discerning offers (premiumisation) via health mix fortifications and taste combinations with grains.

“Oats is benefiting from the ‘just eat real food’ movement. This means many people are ‘over’ having to forbid certain food groups or count points. Most people generally just want to eat wholesome foods in balanced quantities. Some relate it to ‘going back to how our grandparents used to cook and simply eating wholesome food’.”

Other trends are: ‘Make it easy for me’ – the versatility of offer in convenience styled packs; ‘Be environmentally conscious’ – sustainable farming practices observed and be responsible with packaging (recyclability, reduce volume used); as well as ‘Tell me about where my food is coming from’.

“Local, provenance stories in food are gaining momentum. This is something that Harraways offers via its locally sourced Otago/Southland oats and its use of New Zealand Braeburn apples and Kamahi Honey within the Oat Singles line up,” said Cox.