Iconic American food company, Quaker Oats, is venturing into the vegan milk business.
As reported by The New York Times, the Chicago-based brand plans to launch “Quaker Oat Beverage,” a nondairy milk made from oat bran, early next year. The decision appears to be prompted in part by the popularity of Swedish vegan oat milk brand, Oatly, which made its U.S. debut in 2017 and has become so popular that some coffee shops and supermarkets have struggled to keep it stocked. A photo of the upcoming product shows that Quaker’s new range will be available in three flavors: Original, Original Unsweetened, and Vanilla.
“Oats are good for you,” Robbert Rietbroek, Quaker Foods North America’s general manager, said in a statement.“They’re good for your heart. They reduce cholesterol. They’re good for your gut, and they give you long-lasting energy.”
The 141-year-old company seems to be betting on the rising consumer interest in both plant-based and “better-for-you” foods. “Our Oat Beverage is specifically formulated with oat bran to qualify for the FDA heart health claim,” Speaking to the website the Kitchn, a spokesperson for Quaker said. “Each 8-ounce serving has .75 grams of a soluble fiber called beta-glucan. Studies show 3 grams of soluble fiber or more daily from oat bran, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease.”
Quaker’s “Oat Beverage” is expected to launch in January 2019 and should be available nationwide by March. Each 48-ounce bottle will have a suggested retail price of $4.29 that may vary by location.
Image Credit: Quaker Oat Company
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