Quaker receives refresh – inside and out

PepsiCo is reformulating and relaunching its popular Quaker brand now as part of its ongoing commitment to offer consumers better-for-you options. The popular breakfast range, and UK’s bestselling porridge brand[1], is hitting shelves with a new look and its best ever recipe, which sees over 175,000 kilograms of sugar removed from the total Quaker portfolio. 

The reformulation is a huge step forward for the brand in its mission to continue championing the goodness of oats and offering consumers a healthier breakfast choice. Across its rolled oats, Oat So Simple sachets and pots, the brand’s Original variant will now contain no added sugar.

Steph Okell, Quaker Senior Brand Manager at PepsiCo, says, “We are extremely proud to be unveiling our new and improved Quaker recipe, it contains less sugar but still tastes great. It’s the perfect time for the brand to undergo a packaging redesign, with product health claims highlighted and a brand new logo to make sure Quaker has a fresh, modern look. Our engaging campaign later this year will also help keep the brand front of mind with shoppers, ultimately leading to increased sales for retailers.

Okell adds, “Our research has shown that for a third of households that don’t buy oats, the barrier to purchase is simply that they don’t know anything about them. This demonstrates the importance of Quaker’s decision to champion the goodness of oats on its new packaging, including details of health benefits and recipe inspiration to help breakdown this barrier.”

The packs see the Quaker logo receiving an update, as well as a simplified flavour banner, strong convenience call-out and clearer health claims. The new look has performed strongly when tested with consumers as part of development research, with premiumisation, attractiveness and nutrition, all being called-out as key themes of the new look.

[1] Nielsen, Total Coverage, 52W ending January 2018