Quaker Oats is launching a micro-wavable porridge, packaged in individual servings, called OatSo Simple.
The company is spending 2m on advertising and sampling to support the launch this year.
Television and press ads, created by Young & Rubicam, are scheduled to break at the end of October or beginning of November. The brand will be on shelf from the end of this month.
The product, which has been available in the US for several years, comes in four flavours: cinnamon and apple, original, golden syrup, and honey bran.
Each box contains eight individually wrapped servings and will cost 1.49 (boxes of original flavour will contain ten sachets for the same price).
Commercial director Mark Potgieter controls the sales and marketing for Quaker’s cereal brands. He was appointed at the beginning of the year following the departure of Jeff Cowell. Potgieter was previously equity director with responsibility for new product development and branding.