Quaker Oats Sets New Direction for Growth, Reclaims 'Morning' Leadership

Quaker Hearty Medleys Instant Multigrain Hot Cereal and Mix-Up Creations expand the hot cereal leader into new dimensions with products for both adults and kids.

Aug 25 2010 --- Reflecting important changes in how Americans view breakfast in their lives, The Quaker Oats Company, a division of PepsiCo, Inc., has announced a broad new direction for growth focused on products and programs to help people lead healthier lifestyles.

Quaker, the nation's leading hot cereal company and breakfast authority for more than 130 years, will introduce two new hot cereal varieties and improvements for its category-leading instant oatmeal in stores nationwide this week. Quaker Hearty Medleys Instant Multigrain Hot Cereal and Mix-Up Creations expand the hot cereal leader into new dimensions with products for both adults and kids.

In addition, Quaker will launch an integrated, nationwide marketing and advertising campaign on Sept. 1 to motivate Americans to rethink the question: "Does Your Breakfast Make You Amazing?"

"Americans need to go back to basics and that starts with breakfast," said Jaya Kumar, president of Quaker Oats. "We all inherently know breakfast is the most important meal of the day, and in fact nearly two-thirds of Americans say they feel satisfied after eating it – but still only about half of Americans eat breakfast every day. We see a universal need for education and motivation to help Americans make breakfast a daily, healthy habit," Kumar noted.

To support the new product introductions, Quaker will launch the "Amazing Mornings" integrated marketing campaign via national television, print, digital and social media and promotional offerings. Quaker partnered with Toronto-based ad agency Juniper Park to lead the "Amazing Mornings" campaign.

Recognizing the importance that professional advice plays in motivating people to make positive changes, Quaker has enlisted noted lifestyle and fitness expert, Bob Harper as its Quaker "Coach" and advocate for living a healthier everyday life.

"We are excited to join forces with Bob Harper and together start a new movement of accessible, everyday wellness," said Kirsten Lynch, Quaker's chief marketing officer. "With Bob we have found a partner whose life-mission fully aligns with our brand. Together we will develop multiple initiatives that will provide people everywhere the opportunity to create a positive, holistic way of life."

In his new role for Quaker, Bob Harper, fitness trainer and co-host of NBC's worldwide hit "The Biggest Loser," will contribute to the company's initiatives via Facebook, traditional publicity and motivational outreach to consumers.

"With Bob's ability to motivate and encourage positive change in people, we have an ambassador who will connect with Americans to help reset their daily morning routines in a more positive way," advised Lynch. "The power of social media and communities such as Facebook will connect us to millions of people who can be motivated by Quaker and Bob to see real results in their lives."

Quaker's new products support the company's imperative to make health and wellness accessible and represent an important step in its efforts to provide more people with a range of wholesome, nutritious breakfast options. Broadening its adult portfolio and continuing into the kid's product offerings are:

•    New Quaker Mix-Up Creations Instant Oatmeal, a kid-focused product that allows kids to create their very own breakfast by mixing together fun oatmeal flavors into unique combinations.  The product, available in half-pouch servings, includes five delicious flavors.

•    New Quaker Hearty Medleys Instant Multigrain Hot Cereal, which offers a blend of four different heart-healthy whole grains – oats, wheat, barley and rye – that provide a good source of fiber and are loaded with real nuts and fruits. Flavors include Apple Cranberry Almond and Banana Walnut.

Quaker also has reformulated its signature Instant Oatmeal products:

•    New and Improved Quaker Instant Oatmeal is now made with larger whole grain oats for a heartier texture, and three of its signature varieties, which as part of Quaker's commitment to continuous nutritional improvement, have 25 percent less sugar (9 grams per serving) and all natural flavors.