4 A mistake is made in the original positioning. The breakfast cereal Ready Brek was originally launched in the UK as an instant porridge, aimed at people who liked porridge but did not like the messy saucepans it created. Unfortunately, real porridge fans did not take to the product – some did not like the flavour, others said it was not ‘real’ porridge because it was too easy to make. Eventually Ready Brek was repositioned as a children’s breakfast, using the strap line ‘Central heating for kids’.