Customers are enjoying a novel style of oat food, with savory porridge at the top of the menu.

March 12, 2023

Customers are enjoying a novel style of oat food, with savory porridge at the top of the menu.

After shocking over seven million viewers on TikTok with his savoury oat recipe, @letskwoowk predicts that savoury oats will overtake overnight oats as the next major trend. In the last two weeks, queries for our new recipe—miso ginger porridge with garlic kale and poached egg—have increased by over 175% on Waitrose.com.

Customers are going oat-tally wild for the nutritious whole grains, as evidenced by Waitrose’s Essential Oats sales increasing by 38% in the last four weeks. Oats are a trend that doesn’t appear to be slowing down. Consumers are now eager to learn more about how they can incorporate the common oat into their diet after the hashtag “overnight oats” amassed an impressive 1.5 billion uses on TikTok and breakfast recipe inquiries on Waitrose.com increased by 77% from the previous year.

Oats have been enjoyed by customers in a variety of ways, as evidenced by a rise in recipe searches on Waitrose.com over the previous year. As evidence that a sweet treat can never be refused, searches for filled oat cookies have increased by 300% and those for berry oat & apple muffins have increased by 250%. Savoury continues to be popular, with searches for fish goujons with tartare sauce up 66%.

“It’s amazing to see customers unlocking the power of oats in such inventive ways,” said Kate Overy, Waitrose nutritionist. They are a cheap and effective addition to a heart-healthy, balanced diet because they contain beta-glucan, a type of fiber that has been shown to lower cholesterol levels when consumed frequently. Because cereal fiber has been demonstrated to promote healthy digestion, oats and other wholegrains are also essential parts of a diet that is friendly to the gut. So you can be guaranteed to enjoy some wonderful benefits however you decide to eat your oats!

Contact information
Please get in touch with Bianca Snowie at bianca.snowie@waitrose.co.uk for more details.

With regards to the John Lewis Partnership
The John Lewis Partnership is the owner and operator of John Lewis and Waitrose, two of the most well-known retail names in Britain. With over 80,000 employees who are all Partners in the company, the Partnership, which was founded as a radical experiment more than a century ago, is now the biggest employee-owned business in the UK. The goal of the Partnership is to build a more equitable and sustainable future for our Partners, clients, suppliers, and communities. Our Purpose directs us to act differently and better in order to make the world a happier place for everyone and everything we come in contact with. It inspires our values, shapes our choices, and serves as our compass for being a force for good.

Waitrose

Waitrose & Partners operates 331 stores across England, Scotland, Wales, and the Channel Islands. These stores include 59 convenience stores, 27 Welcome Break locations, and Waitrose.com, a rapidly expanding online retailer that has regularly received top marks in independent studies. The retailer, committed to providing high-quality, ethically sourced food along with exceptional customer service, blends the convenience of a supermarket with the knowledge and services of a specialty shop. All Partners have a voice in how the company is managed because they are a part of an employee-owned company.

 

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