E. Flahavan & Sons Ltd., producer of Ireland’s bestselling oatmeal brand and oldest family-owned food company, has unveiled its new packaging for the USA.

       While oatmeal lovers will continue to enjoy the same high-quality, minimally processed, naturally creamy Flahavan’s oats, the new visual identity marks a change in communicating the company’s values. Flahavan’s has been producing quality Irish oats for over 230 years and seven generations at the family-owned mill in Kilmacthomas, beneath the Comeragh Mountains in County Waterford. Each pack features a spotlight on a local oat farmer who has supplied these wholesome oats to the Flahavan’s mill for generations. Flahavan’s works with like-minded farmers, from families they know and trust, to select the best quality non-GMO oats, while protecting and sustaining the land.

         Flahavan’s oats 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 a versatile superfood that can improve the health and taste profiles of favorite recipes thanks to their naturally creamy texture. These qualities result from a combination of the optimum Irish oat-growing climate and Flahavan’s unique slow-milling process.

         The new packaging will cover the full U.S. range, including Rolled Oatmeal, Steel Cut Oatmeal and Quick-to-Cook Steel Cut Oatmeal.

Available in Stop & Shop, Kings Foods Markets, ShopRite and Fairway and other fine grocery stores. For information, visit @FlahavansUSA.