White’s Oats celebrates £500,000 contract in Qatar
White’s Oats in Tandragee, Co Armagh, Ireland’s largest oat miller and breakfast cereal
producer, has marked a significant milestone in its Middle Eastern expansion signing a new
deal which will see its business with leading Qatari retailer Lulu Hypermarkets grow to
£500,000.
White’s Oats now has five lines listed with Lulu Hypermarket including its Quick & Oaty
range, ActivOat High in Protein porridge pots and recently launch Toasted Oats Trip
Chocolate, with additional products due to launch in the autumn.
Danielle Mc Bride, Marketing Manager, White’s Oats, said “Lulu continues to emerge as a
key international partner for White’s, playing a pivotal role in driving growth beyond Ireland
and Great Britain in a partnership that now represents a significant focus on White’s export
trade strategy.”
White’s was in Qatar as part of a 23-member delegation in collaboration with the UK’s
Department for Business and Trade to take part in the 13 th annual British Food Festival
across Lulu hypermarkets.
White’s promoted its vast portfolio of oat-based products, including its traditional and
organic oats, quick and oaty porridge pots, toasted oats and granolas to consumers and will
showcase its latest new product development, its ActivOat Pots, Oaty Bars and Oat
Caddys’, while celebrating the significant growth and investment the brand has achieved in
Qatar over the past two decades.
Danielle said: “This was our first time participating at the British Food Festival, and we were
delighted to be there with our colleagues from across Great Britain and Northern Ireland,
showcasing both our Island’s rich food heritage and, commitment to providing high-quality,
sustainable oats directly to consumers across the region.
“We were delighted to be exhibiting our brand and products at Lulu’s flagship store; offering
consumers the opportunity to try our products and learn more about our brand and what we
stand for. This store has strong footfall from Qatari citizens and expatriates, of which there
continues to be demand for authentic British foods.”
Over the past two decades, White’s Oats has solidified its position as a trusted brand in
Qatar, with products now available in major retailers including Carrefour, Monoprix, and Lulu
and more recently Choitrams and Kibsons.
“Qatar’s dynamic retail landscape continues to present us with new opportunities to
continue to expand our presence in this market and we look forward to continuing our
successful partnerships as we move forward into the next phase of our growth.” Danielle
continued.
Lulu Hypermarket, the flagship brand of Lulu Group, operates over 240 stores across the
Gulf Cooperation Council, Asia, and Africa, offering a wide range of products through
various retail formats and a strong e-commerce presence. With interests in logistics, malls,
and hospitality, Lulu continues to expand globally, highlighted by its 2024 IPO on the Abu
Dhabi Securities Exchange.
