This report on Stoats Porridge Bars forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how an entrepreneurial start up is fusing traditional cooking, healthy eating trends and guerrilla marketing to establish a brand.

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CATALYST
SUMMARY
ANALYSIS
Introduction
Stoats’ focus on healthy convenience aligns it well with prevailing consumer trends
Porridge scores well on the Glycemic index potentially boosting sales further
Stoats porridge offers natural and organic ingredients used in a simple recipe
Stoats has a compelling brand story that appeals to media outlets and consumers
The company’s name is taken from Scottish vernacular further adding to its authenticity narrative
Stoats has intelligently used PR events to garner publicity and consumer awareness
Stoats has recently moved into manufacturing retail-friendly, convenience products
The UK cereal bar market is attractive in value but poses several commercial obstacles
The UK cereal bar market is dominated by two large agents
The popularity of private label cereal bars is a problem for all branded producers
Selling Stoats convenience format porridge bars in Scottish golf clubs is an ideal approach
Conclusions

APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

TABLES
Table: Cereal bar market value (US$ m), 2003-2008, UK
Table: Cereal bar market share (% value), 2003-2008, UK

FIGURES
Figure: The Stoats porridge business targets numerous outdoor events and festivals