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Product concept, highlights and added value
A nutritious breakfast is essential for a great start to the day. Quaker has developed the Quaker Gut Health Congee series by combining the traditional Chinese diet of porridge with modern nutritional technology and studying a variety of ingredients.
This innovative series uses oats to replace rice completely, resulting in a richer, higher-fiber, and more nutritious formula compared to traditional indica rice porridge. Consumers are encouraged to consume fewer refined rice and noodles and more cereals.
This dish features selected oats imported from Australia, real chicken breast, corn kernels, crispy seaweed for umami, and superfood kale, resulting in an authentic and delicious meal.
The dish is a product of modern nutritional science and technology. As an expert in oats, Quaker has added their unique and innovative high-fiber cereal powder to the corn and chicken flavor. This powder contains a variety of prebiotics, with an average content of 12.0g/80g, which can help improve intestinal health.
The cereal is also rich in nutrients, including vegetables (kale), grains (oats, barley, corn), algae (seaweed), beans (white kidney beans) and potatoes (konjac). It is rich in dietary fiber and contains protein, phosphorus, magnesium, and other essential nutrients.
There are no additives, thickeners, food coloring, or trans fats added. The product is made with fresh and natural ingredients, and is lightly sweetened or salted. Each serving contains less than 150kcal, making it a healthy option for breakfast or dinner.
Product Images
Please briefly describe how your product communicates with consumers
In 2022, Quaker's high-value hot stamping platform noticed that our main consumer groups, white-collar women and mothers, are increasingly demanding healthier, more delicious, and weight-control-friendly options in the post-epidemic era. Consumer behavior studies have shown that porridge, as a traditional Chinese food, is a good starting point for Quaker's mixed cereal products. Quaker has developed a series of light and smooth rice porridge, which is packed in individual sachets and can be brewed in just 3 minutes. This makes it convenient, fast, and delicious. The target consumer group is female white-collar workers, and the product is promoted on social platforms such as Xiaohongshu. Offline product tasting activities have also been launched.
Product Images
Ingredients List Photograph
Launch Date
2023-8
Target Consumer
female white collar worker
Weight/Volume per Pack
35g*12
Price per Item
35.9 RMB/袋
Storage requirements
冷藏（0-4℃）
Marketing Area
National
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS
Market Performance
Sales expectations were exceeded by 150%, making it the top product on the new Hema oatmeal list during its first month of release. The product was well-received by urban white-collar workers.