Page 33 - Food & Drink Magazine April 2020

WHILE breakfast is considered the most important meal of the day, many time-poor consumers are skipping it in their morning rush. Uncle Tobys saw an opportunity to reach that market and the growing breakfast convenience market with its on-the-go oats range, Breakfast Bakes.
Uncle Tobys Oats head of marketing Michelle
Katz told Food &
Drink Business the Breakfast Bakes
were specifically formulated to have the same amount of oats as a bowl
of porridge.
“It’s based on our
original thirty-four gram sachets, so that even those who are time poor wouldn’t feel like they have to compromise on nutrition and taste,” says Katz.
“As the needs of the
market shift we’ve
seen consumers look less for something that’s focused solely on breakfast convenience, and more for something that helps to form part of a nutritionally balanced breakfast.”
The two new flavours in the range are Roasted Cashew & Vanilla and Peanut Butter. The existing range is: Honey & Almond, Berry Harvest and Apple & Cinnamon.
Each flavour has a four or 4.5 Health Star Rating, and no artificial ingredients or flavours.
Katz says nut variants are popular at the moment, with early consumer feedback indicating people were excited about trying the next round of flavours.
“Over the last twelve months we’ve seen consumers come to knowandembraceUncleTobys
Breakfast Bakes,” she says. “Our decision to bring two
new flavours into market was about providing new options to consumers, to meet a variety of tastes.”
“Uncle Tobys is particularly conscious of nut allergies, so many products in the Uncle Tobys range have no nuts in the recipe.
SNACKS & CONVENIENCE
Breakfast Bakes go nuts
Uncle Tobys is making sure time-poor consumers have oats on-the-go with even more variety, adding new nut flavours to its Breakfast Bakes range.
“However, part of what makes the Breakfast Bakes range so delicious is the real fruit and nut pieces.
“Breakfast Bakes are made at a separate factory to most of our other Uncle Tobys range so that we can minimise the risk of nut contact.”
Uncle Tobys is also focusing on ensuring all its packaging is recyclable, Katz says. At the moment, the Breakfast Bakes carton is recyclable through kerbside recycling, but the team is also working towards having a recyclable plastic wrap for the bars by the end of the year.
The Breakfast Bakes range is available from Coles, Woolworths and independent supermarkets in four-packs across all five varieties, with anRRPof$6.00. ✷
www.foodanddrinkbusiness.com.au | April 2020 | Food&Drink business | 33