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.

Continuing to strengthen their long-time partnership with the team at Mornflake, Family & Friends have 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, identity and packaging.

Whilst cereal based, the range is developed as a delicious anytime snack – a satisfying gap-filler for any time of day. Made with granola, oat flakes and indulgent extras like berries, nuts and chocolate chunks, each recipe takes inspiration from well-loved sweet treats.

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.

Mornflake noticed an opening in the ‘gap-fillers’ snacking market for a sweet and exciting treat that actually leaves you full and satisfied. Using predominantly healthy ingredients centred around high quality oats and dried fruits.

“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 – StrategyDirector 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.

“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.

Pick Up, New Yup! The sweet anytime oat crumbles that help fill you up! Available online now and in stores soon..