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Quaker Oats bulks up Protein range

The new addition comes as consumer demands for protein rich breakfast is on the rise

Quaker Oats is expanding its Protein range with the introduction of a Peanut Butter variety. 

The new launch aims to tap into growing consumer demand for protein-rich breakfast foods.  

Mintel data suggests that nearly half of Gen-Z consumers prioritise protein intake and that the Protein Porridge segment is on the rise. The new launch therefore aims to target younger consumers.  

The brand is also debuting a new look to its Protein range, which will now feature block colours on each pack to reflect each flavour. A new image of a spoon filled with the product is now located in the centre of each pack.  

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Quaker Protein Peanut Butter cartons each contain eight sachets, each carton has an RRP of £3.50.  

The brand is supporting the launch and packaging refresh with a marketing campaign, spanning online media, in-store shopper support and sampling.  

Divesh Parmar, general manager for Quaker UK PepsiCo, said: “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. 

 “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.” 

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