Porridge-maker clinches major supermarket deal
A Co Waterford-based porridge manufacturer has landed a lucrative contract with a British supermarket chain on the back of impressive sales north of the border, it was announced today.
E Flahavan and Sons’ microwaveable quick oats drums will be available in over 250 ASDA stores across the UK following the brand’s success in the chain’s 13 Northern Ireland stores.
The company had previously supplied their oat brands to the Safeway supermarket chain through its Northern Ireland distributor, Jacobs.
But since the acquisition of the stores by ASDA last August, it has also developed its relationship with the American-owned supermarket chain.
Martin McCracken at Jacobs said: “The Microwaveable Quick Oats from Flahavan’s performed extremely well for ASDA within Northern Ireland and this gave us the confidence to recommend it for the wider GB market.”
Flahavan’s, a private family run firm, is based in Kilnagrange Mills, Kilmacthomas, Co Waterford.
The company’s microwaveable product has sold well in Ireland as more porridge is consumed by health conscious consumers.
The firm believes it could exploit the demand in the UK market.
A report on breakfast cereals in the UK last week revealed sales of porridge had risen by 81% to £85m (€123.4m) between 2000 and 2005.
Phil Hancock, a cereals buyer with ASDA Group Ltd, welcomed the expansion of the Flahavan brand to its stores in England, Scotland and Wales.
“Porridge product sales have seen a dramatic increase in recent years following research revealing the health benefits such as low glycaemic index and wholegrain benefits associated with oats,” he said.
Flahavan’s chairman John Flahavan said the presence of ASDA in Northern Ireland provided a springboard for them to enter the rest of the UK market.
“We are delighted with the opportunity to extend our business with them,” he said.
“It offers great opportunities for further growth for the company as the UK hot oats market is almost 30 times the value of the Northern Ireland market.”
