PepsiCo prepares to boost Quaker marketing budget amid plans to focus on healthy foods

PepsiCo is planning to significantly increase the marketing spend and activity for cereal and snacks brand Quaker next year. It is understood that PepsiCo plans to put the brand at the centre of its strategy to develop healthier products.

The company is thought to be planning to extend its range of snack and cereal products with the launch of new flavours and pack formats. The new additions will be supported by a significant marketing campaign that will build on its &£7.6m spend for this year.

Industry insiders say that PepsiCo is particularly keen to develop its porridge oats products, which are under the Quaker and Scott’s brands. The company is keen to capitalise on the current resurgence in the popularity of porridge and it is understood to be working on new formulations and formats to make the product more convenient. One insider says that it is looking at developing formats such as hand-held packs that would allow the product to be eaten at work or on a journey.

PepsiCo is also planning to further increase its focus on the Snack-a-Jacks range with new flavours and advertising. Insiders say that it is planning to significantly extend the core Snack-a-Jacks range but add that it is unlikely to add any variants to the Mini-Bites range for the foreseeable future. The Seasons range will also be extended.

PepsiCo denied that it was planning any innovation on the porridge brands next year.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here