Business

White’s Oats earns listing in 800 Aldi stores in Britain

Danielle McBride, Brand Manager of White’s Oats. Photo: Michael Cooper
Danielle McBride, Brand Manager of White’s Oats. Photo: Michael Cooper Danielle McBride, Brand Manager of White’s Oats. Photo: Michael Cooper

A CO Armagh breakfast cereal has won a place on the shelves of more than 800 Aldi stores across Britain.

Tandragee-based White’s Oats, a leading UK porridge and oat cereal brand, has gained a listing for its Toasted Oats, Apple and Cinnamon Crunch in what is one of its biggest-ever deals.

The company, part of Fane Valley Group, has been milling oats, sourced mostly Northern Ireland farmers, for 178 years, and is best known for its iconic White’s Speedicook Porridge Oats brand.

White’s has been a supplier to Aldi in the Republic for more than a decade, but last year started supplying porridge oats into Aldi GB.

The company says the latest listing will strengthen its efforts in introducing new consumers to the brand outside of its domestic market.

Brand manager Danielle McBride said: “Our partnership with Aldi has developed over the past decade resulting in significant growth and creating the opportunity to introduce our White’s brand to Aldi shoppers for the first time, via our Great Taste award-winning Toasted Oats product.

“We're confident the brand's taste and flavour will resonate with Aldi GB consumers.”

White’s was founded in 1841 in Tandragee by Thomas Henry White who came from a family of millers.

It currently processes 26,000 tonnes of oats every year and has annual sales of £12 million, with its international markets including Malaysia, Singapore, Hong Kong, UAE, Spain, Russia and China.