Cereals group gives breakfast a boost

By Catherine Boal

- Last updated on GMT

Related tags Breakfast cereals Nutrition Porridge Uk

Porridge - one of the fastest growing cereal categories - is set
for a major marketing push thanks to the UK's National Farmers
Union (NFU) and Home Grown Cereals Authority (HGCA).

Cereal and oat product manufacturers could see sales rising further as a result of the breakfast promotion organised by the two groups.

The 'farmhouse breakfast' campaign will run in the UK next week and is designed to promote the healthy aspect of breakfast cereals such as porridge oats in an effort to further exploit the expanding market.

Oats have been praised by food scientists as being an effective way of reducing cholesterol and studies have suggested that, when taken as part of a healthy diet, they can reduce the risk of heart disease.

As well as being a source of antioxidants and fatty acids, oats contain a soluble dietary fibre which lowers levels of LDL 'bad' cholesterol and improves glycemic control, making them not only a good choice for health but also weight management.

According to figures released by the HGCA, UK porridge sales grew 14.3 per cent in value over the 52 weeks ending July 2 last year and ready-to-eat oat cereals rose by 6.5 per cent.

But the image of breakfast cereals as a whole were dented last year when consumer watchdog Which? published a damning report into the high fat, salt and sugar content of many well-known brands owned by big names such as Kelloggs and Quaker Oats.

Now manufacturers will be hoping widespread publicity focussing on the healthy aspects of breakfast will help recoup lost sales.

HGCA director of crop marketing Alastair Dickie said: "Nutritionists agree that breakfast can put us in a good mood and that a healthy, balanced breakfast helps set you up for the day ahead in more ways than one."

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