Scott’s Oats revamps packaging as part of new, modern look

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Scott’s Oats has unveiled a new packaging refresh for Scott’s Original Oats and Old-Fashioned Oats, championing the brand’s Scottish heritage and taste.

“Over the last year, we’ve seen consumers continue to appreciate authentic brands and products,” commented Heather Doyle, portfolio and innovation brand manager for Scott’s Oats.

“Scott’s is loved for its established Scottish heritage and simple, high-quality product, our Oats have been Milled in Scotland since 1880 and this is something we wanted to celebrate. The new look will help to give our traditional image a modern twist for added stand-out on shelf but also shares more of our personality! We’re focusing on what the brand is about – great tasting, Scottish milled oats.”

The revamp will see typical Scottish humour brought to life on pack, with additions including Scottish phrases and their English translations, instructions on the traditional way to cook oats, and the way of spelling of ‘porage’ according to the brothers A&R Scott.

The new packaging will launch from late February across all channels. A wider campaign will also be launching in Scotland, including extensive shopper marketing support.