We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

New U.K. Porridge Product Targets Seven- To 15-Year-Olds

December 24, 2010: 09:51 PM EST

The U.K.’s NewLeaf Food Group says it is introducing this month a microwaveable and stovetop oatmeal product called Xtreme porridge targeted at seven- to 15-year-olds. The company’s ads will feature four urban animated characters and will be supplemented with online, phone app and social networking campaigns promoting the original flavor as well as  blueberry, apple and raspberry varieties. The company also expects to launch fruit-flavored porridge bars and “pots-to-go” in the summer. According to the company, the products are all natural and contain oats, natural fruit pieces and flavorings. “The urban-style packaging is deliberately streetwise to reflect the environment, values, social activities and fashion sense of today’s children and young teenagers,” said NewLeaf Managing Director Rob Mullen.

"Xtreme porridge - Why a hot new porridge for youngsters is xtremely cool", Grocery Trader, UK, December 24, 2010, © Grocery Trader
Virtual Life & Technology
Vitality & Better Living
United Kingdom
Companies, Organizations
Market News
Marketing & Advertising
Products & Brands
Developed by Yuri Ingultsov Software Lab.