New Leaf’s Xtreme Porridge Uses Urban Animated Characters To Appeal To Britain’s Youth

UK food company New Leaf is launching Xtreme Porridge, aimed at Britain’s 7-15 year olds. It’s a healthy breakfast option with four variants, marketed using “urban animated characters” in its packaging, supported by an online and mobile campaign, including social networking. Major UK retailers will roll-out Xtreme Porridge, in original, blueberry, apple, and raspberry flavors, this January. It contains only natural oats, fruit pieces and flavorings, according to New Leaf, which will also launch product extensions such as porridge bars in fruit flavors and “pots-to-go’ this summer. New Leaf hopes Xtreme Porridge will appeal to youths’ values and fashion sense, while addressing parents’ concern for health.