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.

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