STOATS, the Edinburgh-based food company that started life selling porridge from a trailer at summer music festivals in 2005, will launch its first children's range at next month's Royal Highland Show.
The firm, which moved into a new purpose-built factory at Bilston Glen Industrial Estate in Loanhead to the south of Edinburgh last autumn and is on track to achieve turnover of £10 million by 2020, is pitching the range – Stoaters – at four to 11-year-olds. "We see a gap in the market for high-quality, healthy, sugar-free snacks for kids who want something a bit more than a carrot baton," said Tony Stone, managing director of Stoats.
"Stoaters are made with oats, real fruit pieces with no added sugar, artificial sweeteners, flavourings or preservatives so will appeal to parents who don't want to give their kids high-calorie snacks loaded with sugar."
It also responds to current debates surrounding childhood obesity. Earlier this month, First Minister Nicola Sturgeon announced that the Scottish Government aims to halve childhood obesity by 2030. It is due to publish its Healthy Weight and Diet plan this summer.
Meanwhile, Stoats has also recently partnered with high-profile British pottery brand Bridgewater to win one of just 800 limited-edition mugs in a UK-wide on-pack promotion on Stoats Porridge Oat Bars multi-packs in Tesco, Sainsbury’s and Waitrose as well as other Scottish supermarkets. A VIP visit to the Emma Bridgewater factory in Stoke-on-Trent, Staffordshire and other prizes are also up for grabs.
Stone said: "It's about driving growth of the brand and engaging with consumers. Insights show that our customers love the natural ingredients and great taste of our porridge oat bars and we know customers also love the beauty and practicality of Emma Bridgewater pottery.
"We've collaborated with Emma Bridgewater due to the similarities in their product values, family business ethos and their approach to using the very best British ingredients and raw materials."
Stone, who founded the business with director Bob Arnott, said 2018 would be a pivotal year for Stoats. "We've taken control of our own destiny and moving into the new factory has given us better control over our product quality and service levels," he pointed out.
As well as supplying the major retailers the company is building its catering business via wholesalers Bidfood Scotland and Brakes. Stoats also supplies NHS Scotland and is building its export business in markets including the US, Benelux and the Middle East.
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