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

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.