Quaker Oats is expanding its Protein range with the introduction of a new Peanut Butter flavour.
Available from 25 April in Asda, the launch aims to help retailers cater to the growing consumer demand for protein-rich foods. Quaker Protein Peanut Butter will debut with a new taste-led visual identity, which will also be implemented across the wider Protein range.
The brand noted that 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 aims to not only attract younger consumers to the market, but also leverage the familiarity of the flavour pairing and help shoppers increase their protein consumption.
Divesh Parmar, Quaker UK General Manager at PepsiCo, commented: “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. 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 is also debuting a new look, with modernised block colours and a bold new spoon motif.
Parmar added: “Our new pack design will also help us recruit Gen-Z and Millennial consumers, focusing more on the taste credentials of our range to standout 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% 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 roll out in Asda will be followed by wider grocery and 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.
