Organic oats hit UK breakfasts

By Catherine Boal

- Last updated on GMT

Related tags Carbohydrate Cereal Wheat

Canadian cereal company Nature's Path is attempting to make inroads
into the UK's growing organic market with the launch of a new range
of ready to eat organic oat cereals.

The instant hot oat sachets will be available in independent health food shops around the UK from this month.

Given its staggering popularity - sales increased 30 per cent to almost £1.6bn (€2.3bn) this year - the UK's organic market has attracted considerable attention from food manufacturers eager to tap into the profitable trend.

According to market researchers, Mintel, breads and cereals in the organic sector showed a 19.1 per cent rise in the two years leading up to 2004, taking sales from £68m (€98m) to £81m (€117m).

Organic cereal makers, such as Nature's Path, are hoping to benefit from consumer concerns over the sourcing of food as well as health worries stemming from the negative publicity surrounding the non-organic breakfast cereal industry which has been accused of offering too many high fat, high sugar products.

In a statement, the company said: "Containing 100 per cent whole grain goodness, high in fibre and with complex carbohydrates, the cereals provide a wholesome, energising start to the day."

In addition the company emphasised the lack of herbicides, pesticides, additives and preservatives.

With the launch, Nature's Path, who occupy a leading position in the North American organic breakfast cereal market, has combined the drive towards organics with consumer desire for convenience with the single-serving, ready-to-eat oat sachets.

Boxes containing six individual packets are priced £2.99 (€4.46) and will be available in apple and cinnamon, flax and oat, maple hazelnut and blueberry and flax flavour. Consumers need only add milk or water to the oat powder.

Nature's Path is the UK's third largest maker of organic ready-to-eat cereals with a 16.1 per cent share of the market.

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