Oat innovation targets healthy snackers

By Catherine Boal

- Last updated on GMT

Related tags Nutrition

Oat snack manufacturer Nairn's has launched new additions to its
product line-up to target health-conscious consumers who are tuning
into the nutritional benefits of a diet incorporating oats.

The UK company has added a new Organic Herb Oat Cake to its existing range of oat snacks and is simultaneously branching out into the alternative crisp market. According to figures from TNS, Nairn's is the fastest growing brand in the UK oat cake sector. It's core own-label range of oat cakes contain fine oatmeal and are made from natural ingredients. The newest addition to the range is flavoured with rosemary, thyme and parsley, and incorporates pumpkin seeds to give a crunchier texture. Nairn's is also targeting healthy snackers searching for 'better-for-you' versions of the standard crisp with its new Oat Bakes product. The Oat Bakes are made using wholegrain oats and contain less fat, salt and calories than normal crisps, while being free from artificial colourings, flavours and preservatives. The crisp-alternatives are available in Tomato, Garlic & Basil, Cheese and Lemon & Cracked Black Pepper flavours. Oats are becoming increasingly popular among snack producers as a nutritious ingredient. They have a low GI rating and high satiety, making them suitable for consumers attempting weight management. In addition, oats have been widely publicised as a means of reducing levels of LDL 'bad' cholesterol in the blood and studies have suggested that, when taken as part of a healthy diet, they can reduce the risk of heart disease. According to market researchers Mintel, value sales of oats increased by 26 per cent between 2003 and 2005 and sales grew by 81 per cent from 2000 to 2005. Meanwhile, over the same five year period, volume sales also increased by a healthy 43 per cent with Britons consuming 50,000 tonnes of oat-based products in 2005.

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