Flahavan’s porridge to go on sale in Britain

A CO Waterford-based porridge manufacturer has landed a lucrative contract with a British supermarket chain on the back of impressive sales in the North.

E Flahavan and Sons’ microwaveable quick oats drums will be available in over 250 ASDA stores across Britain following the brand’s success in the chain’s 13 Northern stores.

The company had previously supplied its 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.

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.

A report on breakfast cereals in Britain last week revealed sales of porridge had risen by 81% to £85 million (€123m) 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.