PepsiCo is reformulating and relaunching its Quaker brand as part of its ongoing commitment to offer consumers better-for-you options.
The new look breakfast range from the UK’s best-selling porridge brand (Nielsen, w/e January 2018) is hitting shelves now and features its best ever recipe, which sees more than 175,000 kg of sugar removed from the total Quaker portfolio.
The reformulation means the brand’s Oat So Simple sachets and pots, rolled oats and Original variant will contain no added sugar. The new range will also feature an updated logo and simplified pack design.
Steph Okell, Quaker senior brand manager at PepsiCo, said: “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.
“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.”