USA Brand Relaunch

30th Jun, 2018
New Visual Identity Conveys Company Commitment to Family Farms and Natural, Sustainable Oatmeal

Flahavan & Sons Ltd., producer of Ireland’s #1 bestselling oatmeal brand and oldest family-owned food company, is pleased to unveil its new packaging for the USA market at the 2018 Summer Fancy Food Show. Flahavan’s Irish Oats are imported by Source Atlantique, a partner that shares the Flahavan family’s commitment to high-quality, authentic products and excellent customer service.

While the product will remain the same high-quality, naturally creamy oats that Flahavan’s has produced for over 230 years and seven generations at the family-owned mill in Kilmacthomas, beneath the Comeragh mountains of County Waterford, the new visual identity marks a decisive change in the approach to marketing to the USA consumer. Each pack features a spotlight on one of the local farmers who have supplied wholesome oats to the Flahavan’s mill for generations. The new packaging will cover the full US range, including Rolled Oatmeal, Steel Cut Oatmeal and Quick-to-Cook Steel Cut Oatmeal.

Flahavan’s oats are unmatched for their rich, creamy taste, are naturally low in saturated fat, are a good source of soluble fiber and may help reduce the risk of heart disease. Flahavan’s oats are also a versatile superfood ingredient that can improve the health and taste profiles of favorite recipes. These qualities result from a combination of the optimum Irish oat-growing conditions and Flahavan’s unique slow-milling process of its non-GMO oat grain, all of which is grown within 50 miles of the Flahavan’s mill.

Flahavan’s is a founding member of Origin Green, an initiative of the Irish Food Board that aims to achieve 100% sustainability among Irish food exporters and that is the only sustainability program in the world operating on a national scale. Sustainability is natural to Flahavan’s, with approximately 60% of the mill’s energy generated by the mill’s renewable sources.

Wholesale inquiries should be directed to Source Atlantique at