White's Oats, Ireland's leading oat miller and breakfast cereal manufacturer, is making significant strides in the Middle Eastern market through a newly established partnership with Lulu Hypermarket in Qatar. This collaboration features the listing of five of its product lines, including the Quick & Oaty range, ActivOat High in Protein porridge pots, and the newly launched Toasted Oats Trip Chocolate. This expansion is part of a broader strategy aimed at doubling the company’s turnover, reflecting an estimated annual boost of £500,000 as they tap into the growing demand for oat-based products.

During the 13th annual British Food Festival held from May 15 to 17, White's aims to showcase the breadth of its oat offerings, which include traditional and organic oats, various porridge pots, granolas, and the company's latest innovations like ActivOat Pots and Oaty Bars. This festival marks White’s inaugural participation, and according to Danielle McBride, the marketing manager at White's Oats, the brand is eager to engage with consumers at Lulu’s flagship store, which attracts a diverse clientele of both Qatari citizens and expatriates keen on authentic British foods.

White's Oats has cultivated a trusted brand image in Qatar over the past two decades, securing its position in prominent retail outlets like Carrefour, Monoprix, and more recently, Choitrams and Kibsons. The dynamic retail landscape in Qatar presents continued opportunities for growth, with McBride expressing optimism about expanding their market presence further as they navigate this exciting phase of development.

In addition to its recent collaboration with Lulu Hypermarket, White's Oats has secured a £500,000 deal with Qatar Quality Products, one of the nation's largest retail and distribution firms. This agreement ensures that White's full range of porridge oats and granolas will be available in major retailers across Qatar, further solidifying its foothold in the region. The Middle East is projected to see a significant growth of 19% in the hot cereals sector over the next five years, underscoring the importance of this expansion for White's Oats.

As part of its commitment to international growth, White's has been actively participating in regional trade shows, including Gulfood 2023 in Dubai, aiming to enhance its visibility in the Gulf Cooperation Council (GCC) market. The company's continuous engagement in such venues is pivotal as it seeks to leverage the increasing appetite for healthy, convenient breakfast options and oat products in particular, a segment that is gaining traction among health-conscious consumers in the region.

With its combination of strong product offerings and strategic partnerships, White's Oats appears well-positioned to not only meet but also shape the evolving tastes and preferences of consumers across the Middle East.