Northern Ireland’s award winning porridge oats and oat based breakfast cereal brand, White’s Oats, has secured further business with Tesco Northern Ireland through the development of its ready to eat breakfast cereals. The Tandragee based Oat Miller who has been trading with Tesco since 1996 has exceeded sales of £800K across its traditional and instant oats and ready to eat 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 Tesco’s top 10 skus within the granola, muesli and cluster category. 

The two new 100% Organic Oat Mueslis - Four Seed Goodness and Fruit & Nut Goodness feature more than 30% 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.

White’s sales of Organic Oats have grown 35% 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% on year. (Soil Association Organic market Report 2018)

Stuart Best, Business Development Manager of White’s Oats said: "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."

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