White's announces its ActivOat High Protein and High Fibre Porridge and Granola Oat Cereals are now available in over 250 Waitrose stores. The Waitrose launch follows a successful rollout of both ranges into Ireland.

White’s has identified a gap in the market with its ActivOat High in Protein and ActivOat High in Fibre products, which meet the needs of consumers who pursue healthy, active lifestyles and are looking for clean-labelled, highly nutritious breakfast solutions from a brand they can trust. As well as being high in protein and high in fibre respectively, both White’s ActivOat varieties contain no added sugar and are lower in saturated fat than most cereal brands.

White’s is also launching its high fibre, lower sugar Granola range into Waitrose which also meets the consumer trend for healthy indulgent breakfast choices. Its range of three Granola variants, which contain a blend of jumbo oats, seeds and the addition of fruit and nuts, are made from 100% British Oats with no refined sugar, giving consumers the choice of enjoying their oats healthily.

Comments Danielle McBride, White’s brand manager: “We’re focused on developing and bringing to market nutritionally balanced, 100% natural porridge oats and oat cereals which deliver on taste and allow consumers to pursue healthy lifestyles. Our ActivOat and Granola ranges meet that need perfectly, offering not only indulgence and inspiration, but also giving consumers trust so they can make well-informed nutrition choices.”

The new products will sit alongside White’s Organic Jumbo Oats, a multiple Great Taste Award-winner which has been available in Waitrose since 2005. The extended range will be supported by above and below-the-line marketing, plus partnerships with Belfast Marathon, Ulster Rugby Union and local community grass roots ‘healthy and active’ initiatives which promotes the healthy, sustaining and slow releasing credentials of White’s Oats.

The company has been milling and producing oats for more than 175 years. Its farming partnerships with growers along with its strong milling expertise make it perfectly placed to add real value to retailers and consumers through its offer. All of

White’s oat products are made from oats grown by its network of trusted British Organic farmers and certified by the UK Soil Association.