Quaker ups protein offering with new flavour, pack design

Quaker Oats is expanding its Protein range with the introduction of a new Peanut Butter flavour that will help retailers cater to the consumer demand for protein as a nutrient that can support everyday wellbeing. Quaker Protein Peanut Butter will debut with an exciting new taste-led visual identity, which will also be implemented across the wider Protein range.

Historically, protein products were synonymous with gym-goers and athletes hitting their protein goals. With nearly half of Gen-Z prioritising taking care of their physical health, consumers have increasingly recognised that protein plays a vital role in supporting their overall health and wellbeing. Consequently, high protein has become a more mainstream wellbeing need and as a key player in the growing Protein Porridge segment, Quaker is bridging the gap between performance nutrition and everyday vitality with its new Peanut Butter flavour.

Taste is the primary driver of brand choice within breakfast cereals, and peanut butter already serves as a popular accompaniment to meals like porridge for consumers looking for high protein breakfast options. The launch of Quaker Protein Peanut Butter will not only attract younger consumers to the market, but also leverage the familiarity of the flavour pairing and help shoppers increase their protein consumption in one easy step.

“Protein porridge is undergoing a huge perception change. Having become more mainstream, it’s no longer just for shoppers looking to improve their athletic performance – protein porridge is for the everyday consumer who wants to support their overall health and wellbeing,” said Divesh Parmar, Quaker UK General Manager at PepsiCo. “As the number one brand within Hot Cereals, we’re in a strong position to add more excitement to the segment and support shoppers in leading active lifestyles through our NPD.”

Alongside the NPD, Quaker’s Protein range will also debut a new look, set to capture shoppers’ attention with modernised block colours and a bold new spoon motif, showing off the delicious ways to make and eat Quaker protein porridge.

Parmar continued: “Our new pack design will also help us recruit Gen-Z and Millennial consumers, focusing more on the taste credentials of our range to stand-out on shelves. As well as the taste-led design, our new pack emphasises the health credentials that consumers are looking for such as ‘high in protein’, ‘100 per cent wholegrain’ and ‘natural energy release’. We’re confident that the revamp of our Quaker Protein range will bring incremental growth into the category and resonate with the intended Gen-Z and Millennial audience to support their lifestyle goals.”

Quaker Protein Peanut Butter will be available in sachets (8x per carton) with an RRP of £3.50 per pack of sachets. The NPD will roll out across convenience channels from June. Quaker will support the launch of its Protein range restage and NPD with a marketing campaign, including online media, in-store shopper support and sampling in September.