Northern Ireland food company White’s Oats has secured a new contract with supermarkets Tesco and Sainsbury’s Northern Ireland for its new low sugar granola.

The new product which also has planned listings in Spar and Supervalu is estimated to be worth over £250,000 to the business.

White's told AgriLand that through a continued programme of product development in response to consumer trends, it has recorded impressive growth across its range of oat-based cereals, which are up 16% year on year.

It added that the launch of its low sugar granola will further strengthen its ready-to eat-portfolio.

Diet and lifestyle changes

Business development manager for White’s Oats, Stuart Best commented: “At White’s we are committed to delivering quality products, meeting our customer needs and innovating to broaden our appeal.

"We already have a strong market share for granola with our current offerings and with sales growing by 19% year on year, our new low sugar granola compliments this range and will now be available in over 40 Sainsburys and Tesco stores across Northern Ireland."

Low sugar is increasingly important to customers who, according to recent research by the University of Nottingham, found that sugar content is the most important factor for people when making healthy food choices - overriding fat and salt.

White's says the granola is made from ingredients which are suitable for vegans.

White’s Oats is one of Ireland’s largest oat millers and has been milling locally-grown porridge oats at its mill in Co. Armagh since 1841.