Quaker ditches Wholegrain Feast despite 7m launch blitz

Quaker Oats is axing its Wholegrain Feast cereal after just two years, despite being backed by the company’s biggest launch campaign to date.

Quaker spent 7m on a television and press push in 1994 to launch the brand and sister line Feast of Flakes.

Wholegrain will be replaced this month by Crisp Grain Feast, a new brand which the company hopes will secure one per cent of the market.

Quaker commercial director Jeff Cowell says: “Wholegrain has not been performing well. It was more of a muesli with a narrower appeal. It was a little bit too healthy and didn’t have enough taste.

“Crisp Grain Feast is a lighter and tastier grain and cluster-type product.”

Cowell also blames Wholegrain’s failure on recent under-investment in advertising, prompted by the need to maintain profitability before the company sold its European petfood interests to Dalgety last year.

This year’s advertising for Feast of Flakes and the new Crisp Grain Feast will focus on the brands’ ability to provide sustained energy throughout the morning.

Quaker recently consolidated its entire 7m business into Young & Rubicam, with the agency winning BST-BDDP’s share of the account. Y&R already handled Sugar Puffs, the company’s flagship brand.