Ready brek returns to TV for porridge season

Ready brek is returning to TV this month with its popular ‘central heating for everyone’ creative, bringing a fast start to porridge season.

The porridge brand is also set for spooky fun in-store and in wholesale depots this October, focusing on the Halloween occasion through point of sale with the strapline ‘Trick or Heat.’

Support includes haunted house WOW displays in retail complete with 3D roof sections, hanging bats and freestanding pallet arch display units in wholesale.

“We hope to grab shoppers’ attention this year by having some great fun with Ready brek this Halloween,” said Nanda Desai, Ready brek brand manager. “We’re utilising our unique and distinctive brand colours and the famous ‘Ready brek glow’ that are just perfect for bringing to life at Halloween.”

A social media campaign will support the TV advertising, and combined with the Halloween activity, the brand hopes to add further growth to currently strong brand sales this autumn.

Nielsen total coverage figures show Ready brek continuing to perform ahead of the ‘Hots’ category, with value growth of +8% and volume growth of +9% over the last twelve weeks.

“We tend to see hot cereal sales start to increase in October,” Desai said. “School has started, the nights draw in and the clocks go back. As the weather turns colder, consumers warm to Ready brek’s nutritional credentials – all green traffic lights on the pack; oats, vitamins, minerals and no added salt or sugar.

“So, it’s important grocery retailers and wholesalers ensure Ready brek is front of mind in the coming weeks.”

The Ready brek retail range includes 450g and 750g Original, Chocolate 450g and sachets. Recommended retail prices are £1.99 for 450g packs and sachets, and 750g packs at £2.99.