consulting services for manufacturing 
                     THE UK MARKET RETAIL STORE VISIT BY THE FOOD 
RESEARCH LAB Asda, Milton Keynes, UK. 
4TH OCTOBER 2022 
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AGENDA
To understand the product availability in 
the UK Supermarkets, especially at Asda.  
BACKGROUND
Asda is one of the largest UK groceries by 
market share, with 14.7% in the 
supermarket sector after Tesco & 
Sainsbury’s. Asda is seeking to overtake 
Sainsbury as the UK’s second-largest 
grocery supermarket. 
02
SUPERMARKET SWEEP
MARKET SHARE, MAY 2022
SOURCE: KANTAR, 2022 03
GREAT BRITAIN GROCERY MARKET SHARE (12 WEEKS ENDING)
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Brand Observed Company overview: 
The Gates brothers set out on an adventure that would forever alter 
the trajectory of their lives. In 1771, their family founded a little 
grocery store at No. 20 Highstreet, hoping to one day feed the 
country. The brothers later constructed their creameries and began 
selling their products in small brown jugs with images of cows 
peering through gates.  
The Gates brothers began marketing powdered milk around 1900 
after researching new developments. A few years later, Dr Millard 
ordered the brother’s milk to use in his studies on the advantages 
of powdered milk for infant health. As a result, the brother’s 
reputation for offering the best items gained national recognition, 
and they began to receive an increase in orders.  
Cow & Gate introduced sterilised ready-to-feed milk for hospitals in 
1969, simplifying feeding for busy parents. In the lush meadows of 
Wexford, Ireland, Cow & Gate established a new factory in 1974. In 
Target Product Category :  1998, the careline was introduced, placing professional assistance 
Porridge  and guidance at parents’ fingertips. 
Cow & Gate is now associated with reliability and excellence. Our 
facility in Wexford is now carbon neutral, and we have fed millions 
of babies throughout the UK and Ireland. We have fed British babies 
for four generations. One hundred years later, Cow & Gate is still 
dedicated to its fundamental ideals of heritage, health, and 
happiness to give children the finest possible care.  05
NUMBER OF PRODUCTS: 9  
Stage 1: 4-6 months porridge ranges 
• Banana porridge 
• Creamy porridge 
• Berry multigrain porridge with oat and 
Rye 
• Fruity wholegrain porridge 
• Baby Rice 
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NUMBER OF PRODUCTS: 9  
Stage 2: 7+ months porridge ranges 
• 7 Grain porridge with Buckwheat and 
millet  
• Mango Multigrain Porridge with Oat and 
Rye  
• Red Berry Wholegrain porridge with 
Spelt 
• Banana Wholegrain Porridge with 
Buckwheat 07
Banana Porridge:
With no added sugar or salt, the Cow & Gate cereals provide a 
source of iron & calcium per portion. They are perfect for the first 
breakfast since they have gentle flavours and smooth textures.
Nutritional Information Per 100g: Flavouring:
Energy: 425Kcal  
Fat: 11.2g  
Carbohydrates: 64.5g 
Fibre: 2.6g For each level tablespoon of cereal,
Protein: 14.5g • Add two spoons of boiled warm water.
Salt: 0.28g • Mix well and enjoy! 
Tips  
Primary ingredient: • Instructions are merely a guide for preparation.
Skimmed milk powder, Milled • Allow your child’s appetite to guide you. Keep a 
corn (20%), Banana flakes close eye on your infant; they’ll let you know 
(16%), Milled rice (14%) when they’ve had enough. 
• Change the amount of liquid used to change the 
Minerals and vitamins: consistency.
 Minerals (Iodine, Iron, Calcium), Vitamins • Utilise a feeding spoon and a clean bowl. 
(Vitamin B1, Vitamin B6, Biotin, Vitamin D3, • Always check the temperature before feeding. 
Vitamin A, Vitamin E, Vitamin C)
Fat: Protein:
Vegetable fat (Sunflower Emulsifier: Demineralised whey 
oil, Coconut oil, Rapeseed Soy lecithin powder (from milk)
oil, Palm oil 
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Creamy Porridge:
Cow & Gate cereals are a source of iron and calcium and have no 
added sugar or salt. With gentle flavours and smooth textures, they 
are great for the first breakfast. 
Nutritional Information Per 100g: Flavouring:
Energy :422 84 kcal Natural vanilla flavour
Fat: 11.4 2.3 g  
Carbohydrates: 64.3 g  
Fibre: 1.6g  For each level tablespoon of cereal,
Protein: 14.8 3.0 g  • Add two spoons of boiled warm water.
Salt: 0.27g  • Mix well and enjoy! 
Tips  
Primary ingredient: • Instructions are merely a guide for 
Milled corn (27%), Skimmed milk preparation.   
powder (26%), Milled rice (18%), • Allow your child’s appetite to guide you. 
Keep a close eye on your infant; they’ll let 
you know when they’ve had enough.  
Minerals and vitamins: • Change the amount of liquid used to change 
Minerals (Calcium, Iron, Iodine), Vitamins the consistency.   
(Vitamin C, Vitamin E, Vitamin A, Vitamin • Utilise a feeding spoon and a clean bowl.   
D3, Biotin, Vitamin B1, Vitamin B6) • Before feeding, always check the 
temperature. 
Fat: Protein:
Vegetable fat (Palm oil, Rapeseed Emulsifier: Demineralised whey 
oil, Coconut oil, High oleic sunflower Soy lecithin powder (from milk)
oil 
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Berry multigrain porridge with oat and Rye: 
Cow & Gate cereals offer iron and calcium per portion and contain 
no added sugar or salt. They are an excellent option for the first 
breakfast since they have gentle flavours and smooth textures. 
Nutritional Information Per 100g: Others:
Energy: 429Kcal  Apple powder (6%), Banana flakes (2%), Berry 
Fat: 11.7g   flakes (Blueberry, Blackberry, Rice) (2%)
Carbohydrates: 63.1g  
Fibre: 3.8g For each level tablespoon of cereal,
Protein: 15.7g  • Add two spoons of boiled warm water.
Salt: 0.01 g   • Mix well and enjoy! 
Tips  
Primary ingredient: • Instructions are merely a guide for preparation.   
Milled cereals (36%) (Wheat (28%), • Allow your child’s appetite to guide you. Keep a 
Wholegrain oat (4%), Rye (4%)), close eye on your infant; they’ll let you know 
Skimmed milk powder  when they’ve had enough.  
• Change the amount of liquid used to change the 
Minerals and vitamins: consistency.   
 Minerals (Calcium, Iron, Iodine), Vitamins • Utilise a feeding spoon and a clean bowl.   
(Vitamin C, Vitamin E, Vitamin A, Vitamin • Always check the temperature before feeding. 
D3, Biotin, Vitamin B1, Vitamin B6)
Fat: Protein:
Vegetable fat (Palm oil, Rapeseed Emulsifier: Demineralised whey 
oil, Coconut oil, High oleic sunflower Soy lecithin powder (from milk),  
oil
*It may contain traces of milk and soy. 10
Fruity wholegrain porridge:
Cow & Gate cereals contain no added sugar or salt and provide a 
source of iron & calcium per portion. They are excellent for the first 
breakfast since they have delicate flavours and smooth textures.
Nutritional Information Per 100g: Others:
Energy: 424Kcal   Apple powder (5%), Banana flakes (2%), Pear flakes 
Fat: 11.7g   (Pear, Rice) (2%), Orange powder (Orange, Rice flour)
Carbohydrates: 60.9g  
Fibre: 5.3 g  For each level tablespoon of cereal,
Protein: 15.9g  • Add two spoons of boiled warm water.
Salt: 0.31g  • Mix well and enjoy! 
  Tips  
Primary ingredient: • Instructions are merely a guide for preparation.   
Milled Cereals (36%) (Wholegrain wheat (30%), • Allow your child’s appetite to guide you. Keep a 
Buckwheat (1%), Wholegrain spelt (1%), Rice close eye on your infant; they’ll let you know 
(1%), Wholegrain millet (1%), Wholegrain oat when they’ve had enough. 
(1%), Rye)  • Change the amount of liquid used to change the 
Minerals and vitamins: consistency.   
Minerals (Calcium, Iron, Iodine), Vitamins • Utilise a feeding spoon and a clean bowl.   
(Vitamin C, Vitamin E, Vitamin A, Vitamin • Before feeding, always check the temperature
D3, Biotin, Vitamin B1, Vitamin B6) 
Fat: Protein:
Vegetable fat (Palm oil, Rapeseed oil, Emulsifier: Demineralised whey 
Coconut oil, High oleic sunflower oil, Soy lecithin powder (from milk)
Emulsifier (Soy Lecithin)
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Baby Rice
 Highest quality ingredients are used in our preparation, for a lot of care goes 
into making our baby cereals. They are grown by farmers we know and trust. 
Baby rice is an excellent way to introduce the baby to breakfast since it has no 
added sugar or salt and has gentle flavours and smooth textures. 
Nutritional Information Per 100g: 
Energy: 385Kcal  
Fat: 1.2g For each level tablespoon of cereal,
Carbohydrates: 85.6g • Add two spoons of boiled warm water.
Fibre: 0.5g • Mix well and enjoy! 
Protein: 7.7g Tips  
Salt: 0.02g • Instructions are merely a guide for preparation.   
  • Allow your child’s appetite to guide you. Keep a 
close eye on your infant; they’ll let you know 
when they’ve had enough. 
• Change the amount of liquid used to change the 
Primary ingredient: consistency.   
Milled rice (100%), Vitamin B1 • Utilise a feeding spoon and a clean bowl.   
• Before feeding, always check the temperature. 
*The product may contain traces of milk and soy. 
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7 Grain porridge with Buckwheat and millet:  
Stage 2 Cow & Gate cereals contain no added sugar or salt and 
introduce new fruits and exciting textures with various grains - 
great for those first lessons in chewing. 
Nutritional Information Per 100g: Others:
Energy: 371Kcal  Corn flakes
Fat: 2.4g  
Carbohydrates: 70g 
Fibre: 9.8g For each level tablespoon of cereal,
Protein: 12.2g • Add three spoons of usual baby milk.  
Salt 0.01 g • Mix well and enjoy!   
Tips  
Primary ingredient: • Instructions are merely a guide for 
Milled cereals (95%) (Wholegrain wheat (83%), preparation.   
Rye (2%), Wholegrain oat (2%), Wholegrain • Allow your child’s appetite to guide you. 
spelt (2%), Wholegrain millet (2%), Rice (2%), Keep a close eye on your infant; they’ll let 
Buckwheat (2%)) you know when they’ve had enough. 
• Change the amount of liquid used to change 
vitamins: the consistency.   
Vitamin B1 • Utilise a feeding spoon and a clean bowl.   
• Before feeding, always check the 
temperature
*The product may contain traces of milk and soy. 
13
Mango Multigrain Porridge with Oat and Rye: 
Cow & Gate stage 2 cereals introduce new fruits and exciting 
textures with various grains - great for those first lessons in 
chewing. They contain no added sugar or salt.
Nutritional Information Per 100g: Others:
Energy: 383Kcal  Mango flakes (8%), Corn flakes, Banana flakes 
Fat: 1.8g  (6%), Passionfruit flakes (1%)
Carbohydrates: 77.8g 
Fibre: 7.2g For each level tablespoon of cereal,
Protein: 10.3g • Add two spoons of usual baby milk.
Salt 0.01 g • Mix well and enjoy! 
Tips  
Primary ingredient: • Instructions are merely a guide for 
Milled cereals (78%) (Wheat (45%), Wholegrain preparation.   
wheat (18%), Rye (6%), Wholegrain oat (6%) • Allow your child’s appetite to guide you. Keep 
Rice, Wholegrain spelt, Wholegrain millet, a close eye on your infant; they’ll let you 
Buckwheat) know when they’ve had enough. 
• Change the amount of liquid used to change 
vitamins: the consistency.   
Vitamin B1 • Use a feeding spoon and a clean bowl. 
• Before feeding, always check the 
temperature. 
*It may contain traces of milk and soy. 
14
Red Berry Wholegrain porridge with Spelt: 
Cow & Gate stage 2 cereals introduce new fruits with exciting 
textures and various grains and contain no added sugar or salt. 
They are great for those first lessons in chewing.
Nutritional Information Per 100g: Others:
Energy: 379Kcal  Strawberry flakes (Strawberry, Rice) (2%), 
Fat: 2.2g  Raspberry flakes (Raspberry, Rice) (2%)
Carbohydrates: 72g 
Fibre: 9.7g For each level tablespoon of cereal,
Protein: 12.9g • Add two spoons of usual baby milk.  
Salt: 0.01 g • Mix well and enjoy! 
Tips  
Primary ingredient: • Instructions are merely a guide for 
Milled Cereals (96%) (Wholegrain wheat (44%), preparation.   
Durum wheat semolina (40%), Wholegrain spelt • Allow your child’s appetite to guide you. Keep 
(6%), Wholegrain millet (6%)) a close eye on your infant; they’ll let you 
know when they’ve had enough. 
• Change the amount of liquid used to change 
vitamins: the consistency.   
Vitamin B1 • Use a feeding spoon and a clean bowl. 
• Before feeding, always check the 
temperature. 
*It may contain traces of milk and soy. 
15
Banana Wholegrain Porridge with Buckwheat: 
Stage 2 cereals from Cow & Gate introduce new fruits and exciting 
texture using various grains. They are excellent for those first 
lessons in chewing and contain no added sugar or salt. 
Nutritional Information Per 100g: Others:
Energy: 372 Kcal  Banana flakes (12%), Corn flakes
Fat: 2.1g  
Carbohydrates: 72.4g 
Fibre: 9.5g For each level tablespoon of cereal,
Protein: 11.2g • Add three spoons of usual baby milk.  
Salt: 0.01 g • Mix well and enjoy! 
Tips  
Primary ingredient: • Instructions are merely a guide for 
Milled cereals (83%) (Wholegrain wheat (73%), preparation.   
Buckwheat (1.7%), Wholegrain oat (1.7%), • Allow your child’s appetite to guide you. Keep 
Wholegrain spelt (1.7%), Wholegrain millet a close eye on your infant; they’ll let you 
(1.7%), Rice (1.7%), Rye) know when they’ve had enough. 
• Change the amount of liquid used to change 
vitamins: the consistency.   
Vitamin B1 • Utilise a feeding spoon and a clean bowl.   
• Always check the temperature before feeding.
*The product may contain traces of milk and soy.
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We at the Food Research Lab offer assistance in product 
development. With the help of experts, we formulate 
innovative products using cereals and pulses, a group known 
as hot cereals that require minimum preparation before 
consumption. We keep track of the latest trends in the food 
and beverage industries and consider consumer 
requirements for healthy food during product development. 
In addition, we help obtain food certification, which is crucial 
for the product’s success.   
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Contact Us
UNITED KINGDOM
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EMAIL
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WEBSITE
www.foodresearchlab.com
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