White’s Oats awarded £5m Aldi contract

Linda Stewart — Thu, 17 Feb 2022 10:44:38 +0000

Aldi has announced a new £5 million deal with the Armagh-based oats producer White’s Oats which will see the company supplying Aldi’s 149 Irish stores with its oats.

The two-year contract extension will see a range of new products being developed for Aldi Ireland in the coming year. The oats producer also supplies Aldi UK and currently has a £4.3m contract in place with its UK stores.

White’s Oats is Ireland’s largest oat miller and breakfast cereal producer, working with 100 Irish and 35 British farmers to make a variety of oats and porridge products. The company has partnered with the supermarket for the past 12 years.

Established in 1841 in Tandragee, White’s pioneered the first rolled packaged oat flake. Today, White’s employs 66 people and produces 1.4 million bowls of porridge daily from its oat mill.

Aldi group buying director, John Curtin, said: “White’s Oats has been a long-term partner with Aldi for the last number of years, and we’re delighted to continue this strong relationship into the future. We’re excited to work on new product development with the team over the coming year, and to provide Aldi customers with even more delicious products.”

Mark Gowdy, commercial director of White’s, added: “Everyone at White’s Oats is delighted with the announcement to continue supplying Aldi Ireland with a range of traditional and instant porridge oat products into the future. Aldi’s support over the past 12 years has allowed our business to expand and flourish and for that we are truly appreciative. This partnership has allowed us deliver award winning and sustainable products that continue to experience strong growth.”

Caption: Mark Gowdy, commercial director at White’s Oats and Laura Harper, buying director at Aldi Ireland

The post White’s Oats awarded £5m Aldi contract first appeared on Neighbourhood Retailer.

FUEL10K proudly partners with FareShare for breakfast donations

Julie Nash — Wed, 20 Jan 2021 10:34:49 +0000

UK breakfast brand FUEL10K have joined forces with charitable food redistributors Fareshare for a nationwide porridge donation project. Throughout the month of February, FUEL10K will be donating a portion of porridge for every pot they sell.

Through on-shelf promotions, and with their nationwide listings with supermarkets, online retailers and convenience stores, FUEL10K would normally expect to sell more than 500,000 of their Protein Boosted Porridge in one month alone. This means that more than 10 tonnes of FUEL10K porridge will be donated to support the many frontline charities and community groups that Fareshare work with.

8.4 million people in the UK are struggling to access nutritious food and drink, with 4.7 million of these living in severely food insecure homes. This means their food intake is greatly reduced and children regularly experience physical sensations of hunger.

500,000 breakfasts donated

Jason Kerr, Co- Founder of FUEL10K, explains: ‘this collaboration with Fareshare means so much to the entire FUEL10K family and we’re delighted to be working so closely with them. We count ourselves extremely fortunate to be able to donate more than 500,000 great tasting breakfasts, especially at a time when foodbanks and school meals have such a huge need for them.’

FareShare work to redistribute food to charities that turn them into meals, and since they were founded in 1994 they have redistributed 4,074 tonnes of food to charities. This equates to 57.3 million meals provided to vulnerable people. Consumers can get involved in FUEL10K’s campaign by purchasing a pot of their FUEL10K porridge during the month of February, with each purchase turned into a donation of a portion of porridge to someone in need.

Super Berry Porridge

After the recent launch of their new Super Berry porridge, FUEL10K’s porridge pot range is now available in 5 flavours. The porridge pots are widely available in major UK grocery stores ASDA, Morrisons, Tesco, Co-Op and Booths, as well online at Amazon and in many convenience stores, including Nisa, Costcutter, Key Stores and Spar.

Ten Thousand Hours Theory

FUEL10K happened through a chance meeting with a cereal buyer at a trade show which led the founders to develop a new range of granola. The 10k comes from Malcom Gladwell’s much heralded theory: that it takes 10,000 hours to become an expert in something.

“Over the years Fuel10K have spent hours making and selling food for other companies and it was time to do this for ourselves. A chance to make morning fuel for people like us, with lifestyles like ours. This theory and opportunity resonated with our aims and the name FUEL10K was born” said a company spokesperson.

The granola was quickly followed by porridge pots and breakfast drinks. The brand now offers a wide range of on-the-go products, with the aim that their range tastes great, is packed full of nutritional benefits and is ready to be enjoyed wherever and whenever.

The post FUEL10K proudly partners with FareShare for breakfast donations first appeared on Neighbourhood Retailer.

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White’s Oats awarded £5m Aldi contract

FUEL10K proudly partners with FareShare for breakfast donations