I quite like the look of the new concept AXA Great and I think the push of instant oatmeal porridge is a really good one in Sweden, a country where people love eating oatmeal porridge. The big difficulty will be to convice Swedes that porridge can also be eaten as an in-between meal or as a light lunch or evening snack. This is how porridge is eaten in many of our neighbouring countries but it will be something new for Swedes. The other challenge will be to build awareness and distribution for a product that is 'new' to consumers and retailers alike. Whilst being an old product in many ways this new and more convenient way of enjoying porridge will still be a challenge. Where are we e.g. going to find this product in supermarkets?
Whilst there will be challenges I think the AXA Great concept is a modern and fresh concept for today's current porridge consumers. And if AXA builds awareness I think it might also have the potential to attract new or light users to the category. Now porridge doesn't have to be dull and boring. Instead it can be fresh, innovative and yummy looking!