Flahavan’s is one of Ireland’s oldest food companies, producing oat-based food products. Today, Flahavan’s celebrates over 230 years of milling in Kilmacthomas, Co. Waterford and sells a range of over 40 oat products worldwide.
Within its Origin Green sustainability plan, Flahavan’s has set a target to reduce the amount of sugar added to its products. After reviewing its product portfolio, Flahavan’s made a commitment to reduce the sugar content in convenience sachets and pots by 10%.
Sensory research information recommends that when reducing ingredients in a product that impacts upon a product’s taste, reductions should be made in small increments so that the consumer will not detect a difference. Plans were put in place to make the gradual reductions over time, and by June 2018, Flahavan’s achieved a 10% reduction in added sugar. This translated into a reduction of 929kgs, or 232,000 teaspoons of sugar since the introduction of this initiative.
Flahavan’s also committed to developing a larger educational awareness campaign on the importance of a healthy breakfast. To give the company greater reach with its message, in 2017 it partnered with the television show ‘Operation Transformation’, a programme encouraging people in Ireland to transform their lives by adopting healthier lifestyles. Through this partnership, Flahavan’s gave away a free pack of porridge to every household in Ireland to champion healthy breakfasts.