White’s Oats invests to drive sales in GB

Danielle McBride, brand manager at White's Oats with the new branding'Picture: Michael Cooper
Danielle McBride, brand manager at White's Oats with the new branding'Picture: Michael Cooper
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White’s Oats has made significant investment in the repositioning and packaging re-design of its range of porridge oats and oat based cereals, which will see the brand develop further business in its core markets - Great Britain and Ireland.

White’s, based in Tandragee, Co. Armagh appointed Pearlfisher, a global design agency, based in London, to create a new contemporary brand identity that will help differentiate White’s products on the shelves of grocery retail outlets.

The brand repositioning will be supported by an integrated marketing campaign comprising TV, outdoor, print, online and in-store across Northern Ireland to showcase the new brand identity.

Danielle Mc Bride, brand manager at White’s Oats, says: “By exploring our history and heritage we have developed a strong brand essence that will strengthen our market position in the Irish and GB markets, and offer substantial growth potential for our range of oat products.”

A market leading brand within the Northern Ireland retail sector, White’s recently announced a £2 million investment in its processing capabilities, marketing and people. It has an award winning track record in producing great tasting porridge oats and oat cereals and this has been acknowledged by the numerous Great Taste Awards received from the Guild of Fine Food.