New Delhi: As Indian consumers become increasingly conscious about nutrition and healthier breakfast choices, Quaker®, the world’s No.1 oats brand, has unveiled its biggest-ever brand refresh in India, spotlighting protein and fibre across multiple consumer touchpoints.
The landmark restage comes at a time when breakfast habits in India are evolving rapidly, with consumers seeking simpler and more informed nutritional decisions. According to a Mintel report cited by the company, protein and fibre have emerged as key drivers of health-focused purchase behaviour, especially among younger consumers.
With the refresh, Quaker® aims to make balanced nutrition easier to understand and adopt by highlighting 12g of natural protein and 33% fibre across packaging, communication, content, and consumer engagement initiatives. The move also reflects the brand’s ambition to evolve from being a breakfast staple into a broader nutrition-led brand for modern Indian consumers.
Sharing her thoughts, Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, said, “At PepsiCo, innovation starts with a deep understanding of our consumers and the choices they make every day. As Indian consumers become more intentional about nutrition, our focus is on building a portfolio that is not only relevant to their evolving lifestyles but also delivers the taste and trust they expect from us. The Quaker® refresh is a strong reflection of this approach – backed by strong R&D and consumer insight, bringing nutrition-led choices to the forefront in ways that are simple, accessible, and enjoyable. Protein and fibre are the go-to breakfast ingredients and, Quaker® is strengthening its role in the breakfast category by making balanced nutrition easier to understand, choose, and adopt every day.”
The brand has also launched a new television commercial that addresses the growing confusion among consumers navigating endless online advice around protein and fibre. Set in a modern household, the film portrays the overwhelming nature of nutrition-related content before simplifying the conversation with Quaker® Oats as a balanced choice offering both nutrients.
Sriram Iyer, Marketing Director – Quaker®, PepsiCo India, added, “For over 145 years, Quaker® has stood for trusted, wholesome nutrition, evolving with the changing needs of consumers. Today, the challenge isn’t access to information, it’s navigating it. The food space has never been more cluttered, and consumers are being pulled in too many directions by competing claims and conflicting advice. That’s exactly where Quaker® steps in. This refresh is about bringing our legacy of trust to the forefront with a sharper, clearer focus on what genuinely powers better mornings with balanced natural protein and fibre. Our aim is to shift breakfast from a routine habit to a more informed, purposeful start to the day. Bringing this to life, our latest campaign simplifies the protein versus fibre conversation, using a relatable TVC to cut through the noise and reinforce Quaker® as a clear, credible choice for balanced nutrition.”
Commenting on the campaign thought, Vikram Pandey, Chief Creative Officer, Leo – South Asia, said, “In today’s algorithm-driven world, information is always one search away. But it can also turn into a maze of conflicting perspectives as often Instagram is flooded with endless advice, most of which leaves you more confused. Our latest film for Quaker, turns this very tension into our story, bringing alive the everyday dilemma of choosing between protein and fibre for breakfast, and resolving it in a way that feels simple, relevant, and real.”
Through the refreshed positioning and integrated campaign rollout, Quaker® is looking to strengthen its connect with health-conscious consumers while reinforcing its relevance in India’s evolving breakfast and nutrition landscape.
