Mornflakes new oat bran Beta3

Family (and friends) continue to work in partnership with Mornflake to revitalize its portfolio,  the latest being the company’s exciting new approach to a range of oat bran based products. 

A serious challenge to national wellbeing  

Despite the ever-growing fitness industry and raft of media focussed on good food and diet,  heart and gut health in younger adults in the UK has never been poorer, no thanks to fast  food, mis-planned meals and lack of knowledge on how to improve it.* 

“We want to embark on a mission to help the UK consume ‘actively healthier’ food – with a  special focus on younger people. Mornflake has been dedicated to producing good sources  of nutrition for 15 generations – and with hope, generations to come “ Iain Lavelle, head of  Marketing at Mornflake. 

A time to act 

Having identified the challenge, we needed to engage younger audiences with the power of  oat bran – the triple power in fact, to benefit HEART, GUT & BRAIN HEALTH. 

Unknown to a lot of people oat bran gives a wealth of health benefits, being a source of  protein, high in fibre and beta-glucans, it actively lowers cholesterol and provides amino  acids and other nutrients for our major organs. It’s a forgotten superfood in truth. 

From oat bland, to ‘The Oat Bran Brand’ 

Unfortunately for oat bran, it’s often perceived as brown stodgy stuff that ‘keep things  moving’.  

In marketing terms, oat bran is seen as a commodity, with no ‘branded’ challenger as such,  the category looks and feels really dull. DJ Johnston, Strategy lead at F&f. 

The team wanted to ensure that oat bran had the potential to sit in people’s minds as the  breakfast choice that wasn’t a bland commodity, but a tasty, beneficial one. 

Applying F&f’s ShelfHappy® principles, the Beta3 concept was created, and the team worked on brining to life this new health driven proposition for Mornflake’s range, which  includes Original, Granola and Oat Flakes. 

The packs now stand out amongst the category with a bold colour palette, an emphasis on  taste and the trio of daily benefits, with graphics and illustrations to clearly support the claim. 

Beta3 will be launching into Sainsbury’s, ASDA, Morrisons as well as Ocado from October 2024 and other exciting new products are in the pipeline if all goes to plan.

*Public Health England states 60% of adults in England have high cholesterol, with more  than 20% of both male and female twentysomethings having high borderline high cholesterols. The figures rise sharply in the 30’s bracket. 

According to Holland & Barret’s research 58% of us have experienced gut health problems,  with 45% of those saying their issues are chronic (lasting 3 months or more).