LCJ Mountain Farms Ltd - Development of Oat Based Beverage: Proof of Market Study

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LCJ Mountain Farms Ltd plans to produce a clean label low GI chilled beverage, created fromits cooked oats that takes inspiration from South American heritage but is produced in Britainfrom top quality British oats and sustainable farming practices.In line with South American tradition, the chilled oat beverage will be marketed as a familybreakfast alternative, consumed by parents and children in the home. The ambition for this product is that it is also consumed on-the-go; an important point considering 41% of Britishemployees now grab breakfast on the way to work. These consumers will be the main targetmarket.Scaling up production from traditional methods to one that is commercially viable with anextended shelf life is a key challenge. InnovateUK funds will help stakeholders assess thedomestic market opportunity as well as address the technological challenges involved in thesuccessful manufacture of such a product. This will involve innovation in terms of systemredesign (milling) and process design (food technology) to help break the current processingchain.The current processing chain involves using one of the large UK mills to produce an oat flake;a key ingredient of the oat beverage. There are significant barriers to entry due to the size ofthe mills which in turn limits NPD and precludes any direct provenance claims.A key milestone of the project is therefore to assess alternative milling technologies for theproduct in conjunction with new seed breeding technology (naked and husked oats). Ifsuccessful, this innovation would reduce these barriers to entry, open up new markets forwholegrain cereals and in this case mobilise a specific provenance claim on the product.Considering this, the product has the following USP –This product is the only clean label chilled porridge beverage in the UK and with a specific100% British family farm provenance claim.