New organic oat muesli from White’s


White’s Oats, the Northern Irish award-winning miller of porridge oats and oat based breakfast cereals, has launched new Organic Oat Mueslis.

The new 100 per cent Organic Oat Mueslis – Four Seed Goodness and Fruit & Nut Goodness – feature more than 30 per cent of White’s Oats and are made from all natural ingredients with nothing artificial.

The nutritional blend of low GI oats, fruit, seeds and nuts provide an energising balance of protein, natural sugars and healthy fats in every bowl. Both varieties are made with no added sugar, are wheat free and suitable for vegans, delivering on the trend for healthy, nutritious plant based foods.

Based in Tandragee, County Armagh, White’s Oats has secured business for the mueslis with Tesco Northern Ireland. The company has been trading with Tesco since 1996 and has sales of more than £800,000 across its traditional and instant porridge oats and ready to eat oat cereals.

Its new range of Organic Oat Mueslis, which will be listed in 26 stores across Northern Ireland, comes on the back of a strong performance from sales of its Granola and Toasted Oats cereals which now feature in the retailer’s top 10 products within the granola, muesli and cluster category.

White’s sales of Organic Oats have grown 35 per cent year on year with Tesco reflecting the growing shift in the market towards organic foods, in which supermarket sales recorded yearly growth of 4.2 per cent on last year.

Stuart Best, business development manager of White’s Oats, says: “Consumers are now choosing products which fit in with active and healthy lifestyles, and that includes organic, vegan, and no added sugar foods.

“We are delighted to not only broaden the organic choice within Tesco’s muesli category but also bring to market trend led products which will attract new consumers and younger shoppers to the category.”

Jonathan McWhinney, packaged food buying manager at Tesco Northern Ireland, added: “As active lifestyles become more mainstream, our customers are increasingly looking for new products that help them maintain a healthy diet or increase their intake of plant based alternatives.

“White’s Oats products have long been a favourite among Tesco shoppers in Northern Ireland and we’re delighted to add their Organic Oat Mueslis to the existing range.

“This is the latest in our offering of local products which cater for vegans or even those shoppers just wishing to make healthier additions to their weekly shop.”

Celebrating over 176 years in business, White’s has been milling porridge oats and oat cereals at its site in Tandragee, County Armagh, since 1841.


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