Mornflake Partners with Family & Friends to Launch Yup! Oat Snack Range
By
Abbey Bamford
A respectable bake. You'd come back tomorrow for another.
Summary
Mornflake, a heritage oat brand with 350 years of experience, has partnered with branding studio Family & Friends to launch Yup!, a new snack range targeting the hot oat-pot market. The collaboration aims to disrupt the 'gap-filler' snacking category with innovative flavors, playful packaging design, and a free-spirited brand personality specifically targeting younger consumers seeking indulgent yet satisfying on-the-go options.
Key quotes
· 3 pulled"Mornflake approached us with a new sweet, on-the-go oat-pot range," says Alex Durbridge, co-founder of Family & Friends.
"By exploring the existing porridge-pot market, we uncovered that younger..."
"The heritage brand, with over 350 years of oat-milling expertise, identified an opening in the 'gap-filler' snacking category..."
You might also wanna read
Smucker's Files Lawsuit Against Trader Joe's Over Similar Frozen PB&J Sandwiches
The J.M. Smucker Co. is suing Trader Joe's for allegedly copying its popular Uncrustables frozen peanut butter and jelly sandwiches. Smucker
The Onion·7mo ago
Beloved 70-Year-Old Baking Mix Faces Problems That Are Upsetting Longtime Customers
The article discusses a beloved 70-year-old boxed baking mix that grandmothers and home bakers have cherished for generations, but which is
cubbyathome.com·8mo ago
Food Prices Expected to Rise Further Due to Geopolitical Conflict, Tariffs, and Weather
Food prices are expected to continue rising, with experts citing multiple factors including the war in the Middle East, President Trump's ta
bloomberg.com·10h ago
Tomato prices surge 40% amid tariffs, shipping costs, and crop issues, hitting consumers and businesses
Tomato prices have surged 40% over the past year, becoming a symbol of America's affordability crisis. The spike is driven by reduced crop y
apnews.com·13h ago
Global wine consumption drops to 208 million hectolitres in 2025, OIV reports
Global wine consumption fell to an estimated 208 million hectolitres in 2025, a 2.7% decline from 2024 and about 14% below 2018 levels, acco
vinetur.com·16h ago
Comparing Low-Cost vs. High-Cost Hamburger Franchise Investments
This article compares low-cost and high-cost hamburger franchise investment opportunities, using Bunz Gourmet Burgers as an example of a low
bit.ly·16h ago