Mighty Oats
Big Challenge: giving a commodity real meaning
Mornflake is one of Britain’s oldest family businesses, having been milling oats for almost 350 years in Cheshire, UK.
F&F partnered with the company to radically revitalise its flagship ‘Mighty Oats’ range, bringing to life the brand’s authentic positioning as a true leader in modern milling.
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The new brand image has significantly helped deliver branded growth of 4.7% vs 1.6% category performance (IRI, 52w Aug 24)
Superfast Oats SKU has become the UK's No 1 quick-cook porridge, outselling the comp by 3-1 and is a £3. 8m brand.
Asda + 70 distribution points + Tesco +18% in 2024/25
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Brand positioning
Brand identity
Packaging design
Copywriting
Brand world
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GOLD in the Sustainability Pack of the Year category at The Grocer New Product & Packaging Awards.
GOLD in the Cereals & Porridge category at the Quality Food Awards.
“The work that F&F delivered not only elevated our on-pack messaging, it became our leading brand narrative for both consumers and retailers. It was instrumental in securing additional distribution and driving growth across our premium Mighty Oats lines, outpacing the market in a period of category consolidation.”
Iain Lavelle, Former Head of Marketing, Morning Foods