MW-W Group Leads Digital Marketing for Mornflake’s Mighty Oats Protein Porridge+ Launch in Aldi UK & Ireland

MW-W Group Ltd, the remote-first marketing consultancy led by founder Matt Webster, has been appointed by Mornflake to lead the digital marketing strategy for the launch of Mighty Oats Protein Porridge+, an innovative high-protein porridge range currently available at Aldi stores across the UK and Ireland.

MW-W Group’s remit includes developing a comprehensive digital strategy to support the new product launch, including social media content creation, influencer-led marketing, and paid advertising campaigns.

Mornflake’s Protein Porridge+ brings together the heritage of British milling with modern health-conscious innovation, offering 11.1g of protein per 50g serving, added fibre, and cholesterol-lowering benefits. The golden syrup flavour makes it an easy and delicious option for health-focused consumers in the New Year.

“We’re incredibly proud to launch Mighty Oats Protein Porridge+, which is currently available in Aldi. It’s a modern product for a modern consumer. High in protein, high in fibre, and full of flavour,” said Charlotte Smith, Marketing Manager at Mornflake. “MW-W Group instantly understood our vision and brought real energy to the campaign. Their creative, digital-first approach is exactly what we need to connect with a new generation of oat lovers across the UK and Ireland.”

“This launch is everything we love working on, it’s a challenger product with a legacy brand behind it, built for a consumer who wants more from their mornings,” said Matt Webster, Founder of MW-W Group. “We’re excited to craft campaigns that don’t just talk about health, but make it fun, visual, and relevant to real people.”

The campaign will roll out across Instagram, Facebook and Meta Ads, with a wave of trusted voices and fitness-focused influencers joining the conversation.

MW-W Group’s involvement reflects Mornflake’s continued investment in innovative product development and bold digital storytelling to connect with today’s on-the-go consumer.