I’ve just found this in my local Budgens. A range of high protein porridge pots, branded by Team Sky. Now I’m a big cycling fan and am delighted that Sky are backing the new ‘Team Wiggins‘ However, a range of porridge does seem an odd brand extension. I wonder why it feels it could succeed against the established brands such as Quaker, Kellogg’s and Jordan’s? Good luck to them, but I can’t imagine it ever getting any real traction in the market.