Quaker Oats expands Oat So Simple range

Quaker Oats, the PepsiCo-owned porridge brand, is expanding its Oat So Simple range with indulgence and children’s products.

/m/q/j/OatsoSimple.jpg

Its aim is to broaden the Quaker brand’s reach by attracting more consumers to its ’healthy breakfast’ positioning and introducing additional eating occasions.

The Indulgent range, for example, introduces flavours developed to encourage “indulgent moments” for adults, such as afternoon coffee breaks.

Its children’s porridge range Paw Ridge has also been rebranded under the Oat So Simple umbrella. Patrick Kalotis, group marketing director for Quaker and Tropicana, says this is to leverage consumer awareness of the parent brand.

Kalotis says: “At PepsiCo, cereals and juices are squarely focused on the health agenda and so Oat So Simple is still positioned to deliver a healthy breakfast or snack with whole oats.

“In the long term, we aim to bring in younger consumers in bigger numbers and introduce new occasions for the brand, such as an afternoon snack.”

Quaker says sales of its hot cereals increased 13% in the year, with Oat So Simple reporting 30% year-on-year growth. The brand holds a 58.5% share of the hot cereals market and a 7% share of the overall cereals market.

Quaker will continue with its strategy of range expansions such as indulgence and children’s products in order to double its sales every five years.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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