Yup! The Anytime oat crumbles. A new free-spirited snack concept created with our longtime partners at Mornflake.
We’re excited to share the more in depth story of how this new brand was created. Together with the team at Mornflake, we’ve developed their newest innovation in hot serve ‘Anytime Oat Crumbles’ called Yup! F&F helped bring to life this new snack concept by crafting the positioning, naming, visual identity and packaging.
Mornflake approached us with their new sweet, on-the-go oat-pot range. We started by exploring the existing porridge-pot market, and through our research uncovered that younger consumers are seeking healthier dessert alternatives – without fixed snacking time preferences.
This insight shaped the positioning of Mornflake’s sweet oat-pots as an anytime snack opportunity, not just a breakfast option. Made with wholesome oats, granola, berries, nuts, and chocolate chunks, the range balances health and indulgence for anytime of day.
Typically, the instant porridge pot category lacks excitement, and whilst some brands have elevated the taste experience in their products, no brands have emerged as a disruptive crowd pleaser.
With over 350 years of oat-milling expertise, Mornflake is a trusted heritage brand and staying relevant means innovating inline with current eating trends – through new product development. This new range combines Mornflake’s reputation for healthy, great-tasting oats with the more disruptive free-spirited positioning – celebrating sweet, indulgent snacking anytime you like!
The proposition we crafted for Yup is about ‘New season, New rules. This autumn is all about ditching the guilt and stress. Sure, hit the gym, go for that run, watch those calories…but don’t forget to actually Enjoy! Mornflake’s newest range offers that sweet satisfaction, any time of day.’
“With a brand personality built around exuberance and free spirit, the brand’s proposition reads ‘Your rules, your way, any time of day’. Focusing on the idea of giving people the freedom to enjoy ‘whenever’, opened up the opportunity to define a unique brand proposition, disrupting the hot instant cereal category and banish the boring.” DJ Johnston – Strategy Director at F&F.
The initial design process became about striking a balance – to capture the carefree, indulgent enjoyment of these sweet-pot products with vibrant colours and bold patterns inspired by the world of fashion accessories, while also conveying taste in a playful way, by illustrating the wholesome fruit and oat ingredients.
“Visually, we needed to shift away from the breakfast image of a static bowl of oats. Sweet and fun, Yup! is more about looking good on-the-go rather than the kitchen table.” Alex Durbridge – Creative Leader at F&F.
Yup! emerged as the perfect way to say Yes – to enjoyment!…and giving yourself permission to indulge in bold, sweet flavour combinations. The overall design concept centres on the idea of looking good on-the-go, drawing inspiration from the world of fashion. F&F wanted each oat-pot flavour to feel like a stylish accessory, much like an everyday essential that complements personal style as seamlessly as the right handbag or a statement striped top.
Pick Up, New Yup, anytime! The sweet oat crumbles that help fill you up!
Available online now and in stores soon.
Family & Friends. The agile branding experts.