CHICAGO One of America’s most popular cereal companies is tackling the challenge of reshaping Americans’ breakfast choices. In an effort to instigate healthier eating habits, Quaker Oats, a division of PepsiCo, is introducing two new hot cereal lines, as well as an improved version of its instant oatmeal, and is launching a nationwide marketing and advertising campaign with help from health and fitness expert Bob Harper.
Available nationwide this week, Quaker Hearty Medleys Instant Multigrain hot cereal and Mix-Up Creations cereal target adults and kids, respectively. Hearty Medleys contains oats, wheat, barley and rye for a heart-healthy source of fiber, and is loaded with real nuts and fruits. Mix-Up Creations puts breakfast into kids’ hands with half-pouch servings that give kids the ability to mix five oatmeal flavors into their own combinations.
Also available nationwide this week is Quaker’s improved instant oatmeal, which now has larger whole-grain oats, all-natural flavors and 25% less sugar.
On Sept. 1, Quaker is asking the country to rethink the question “Does your breakfast make you amazing?” with a nationwide marketing and advertising campaign that will appear on national television, and in print, digital, social media and promotional offerings.
"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,” said Jaya Kumar, president of Quaker Oats. “We see a universal need for education and motivation to help Americans make breakfast a daily, healthy habit."
To support the new products, Quaker has joined forces with Toronto-based ad agency Juniper Park and Bob Harper, fitness trainer and co-host of NBC’s “The Biggest Loser,” to launch the “Amazing Mornings” marketing campaign. Through Facebook, traditional publicity and motivational outreach to consumers, Harper will encourage healthy eating habits and promote beneficial changes in consumers’ daily morning regimens.
“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,” said Kirsten Lynch, Quaker’s chief marketing officer.