Under the name RELOAT, we are the first provider to launch a ready-to-drink-meal based on oats on the German market, leveraging the many benefits of this local superfood for our new product. Oats are considered one of the healthiest grains and are rich in carbohydrates, proteins, unsaturated fatty acids, and soluble fiber.
"We see enormous potential in the ready-to-drink-meal category and are excited to contribute our expertise as oat experts to this area. With our new product line, we are specifically targeting a modern, health-conscious target group and introducing them to the Kölln brand," explains Dr. Friederike Driftmann-Egelhof, CEO of Peter Kölln GmbH & Co. KGaA.
The drink contains all the necessary nutrients for an optimal, complete meal. To achieve this, the drink is enriched with 26 valuable vitamins and minerals, but has a short list of ingredients compared to other providers. The new ready-to-drink-meal will be available in three flavours, including a plain oat and a vanilla version, which will be available exclusively in advance in the Kölln online shop and on Amazon starting in December. RELOAT contains only gluten-free oats, which are 100 percent sourced from Germany, and are completely free of sweeteners and industrial sugar. Instead, agave syrup is used to enhance the natural flavors.
The new products are aimed at appealing not only to existing customers but also, in particular, to the NextGen, i.e., consumers aged 16 to 49. With a ready-to-drink-meal, we are responding to the growing market demand: Over 23 million people in Germany are looking for healthy, readily available meals that fit a modern lifestyle. Lack of time and the desire for an alternative to unhealthy fast food are the main reasons why users purchase drinkable meals.
