Quaker Oats’ Overnight range to capture convenience trend

Quaker Oats is expanding its breakfast portfolio with a new Quaker Overnight Oats range, a move designed to tap into one of the fastest‑growing breakfast behaviours among UK shoppers.

The launch responds directly to a widening gap between consumer interest in overnight oats and the number of people actually making them at home.

Both articles confirm the same core insight: over 70% of UK consumers are aware of overnight oats, but far fewer prepare them, with the time and effort required acting as the biggest barrier.

Quaker’s new range — available in Blueberry and Mocha Choc Chip — is built to remove that friction by simplifying the process into four easy steps the night before, giving shoppers a ready‑to‑eat, chilled breakfast by morning.

The launch also reflects a major shift in breakfast habits. According to Kantar data, more than 420 million oat occasions are now prepared cold rather than cooked, driven by younger consumers seeking healthier, high‑fibre, high‑protein options that fit busy lifestyles. Social media has accelerated this shift, with overnight oats trending heavily across platforms.

Quaker expects the new range to recruit younger shoppers, broaden usage occasions and extend the brand beyond its traditional hot‑oats heartland. By offering a convenient, non‑HFSS, resealable 350g pouch at an RRP of £3.75, the brand aims to help retailers grow the breakfast category while strengthening its relevance year‑round.

Danielle Gipson, Quaker’s head of marketing, says the strategy is simple: make a fast‑growing trend easier to adopt. “Breakfast habits are changing, with shoppers increasingly looking for options that still deliver convenience without compromising on taste and nutrition… By making overnight oats simpler to prepare, we’re bringing new shoppers into the category and creating more occasions for consumers to enjoy oats throughout the year.”