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Quaker has announced a significant expansion of its breakfast portfolio with the launch of a new Protein Granola range and an extension of its high-performing Protein Porridge line. The move is a strategic response to the increasing consumer demand for "better-for-you" functional breakfast options that offer nutritional density alongside convenience and indulgent flavour profiles.
The expansion follows a period of robust performance for the brand's protein-focused products. Quaker’s Protein Porridge segment reported a 51% increase in value during 2025, signalling a clear market shift toward protein-enriched cereals.
Entry into the Protein Granola Segment
The launch of the Quaker Protein Granola range marks the brand's entry into the high-protein granola category. The products are formulated to appeal to health-conscious shoppers who prioritise wholesome ingredients without sacrificing functionality.
Key specifications for the new granola range include:
Nutritional Profile: The Mango & Passionfruit variant delivers 22g of protein per 100g, while the Chocolate Brownie with Salted Caramel variant offers 21g per 100g.
Ingredient Integrity: Both products are made with 100% wholegrain oats and wheat.
Regulatory Compliance: The range is positioned as non-HFSS (high in fat, sugar, and salt) and is high in fibre.
Versatility: The format is designed for traditional breakfast consumption with milk or yoghurt, as well as on-the-go snacking directly from the pack.
Indulgent Extensions in the Porridge Category
Building on the success of its existing porridge lineup, Quaker is introducing a Chocolate Brownie flavour to the Protein Porridge range. This addition is intended to provide a more indulgent option within the functional category, catering to consumers who seek flavour variety in their high-protein diets.
The new porridge variant features:
Protein Density: 20g of protein per 100g of product.
Format Flexibility: Available in both sachets and pots to address at-home and mobile breakfast occasions.
Speed of Service: Prepared in approximately two minutes, meeting the demand for rapid morning meal solutions.
The strategic pivot toward protein-enriched granola and indulgent porridge flavours reflects a broader trend in the UK breakfast market where functional health benefits are no longer mutually exclusive with flavour indulgence. According to Danielle Gipson, Head of Marketing at Quaker, the new range offers a "dual benefit" of high protein and fibre while utilising wholesome ingredients.
By introducing indulgent flavours like Chocolate Brownie, Quaker aims to drive incremental growth by attracting consumers who might otherwise opt for less nutritious breakfast alternatives. This "indulgent health" strategy is designed to capture market share from both the traditional cereal segment and the growing protein-bar-as-breakfast sector.
Distribution and Retail Strategy
Quaker is implementing a phased nationwide rollout across major retail channels. The Protein Granola is currently available in Tesco and Morrisons, with a rollout into Sainsbury’s beginning on April 9. The recommended retail price (RRP) is set at £3.75 for a 400g pack.
The Chocolate Brownie Protein Porridge launched on April 6 across Tesco, Sainsbury’s, Morrisons, and Asda. The pricing structure for the porridge extension is:
Sachets: £3.75 for a pack of eight.
Pots: £2.50 per 61g pot.
This tiered pricing and broad distribution strategy ensures that the new SKUs are accessible across multiple consumer touchpoints, from high-volume grocery to convenience-led retail formats.
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