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The Quaker Chronicles: promoting health (since the 1800s)

Quaker began in 1877 with an aim to inspire health, fitness, and energy among the people. It was launched in India in 2006. They had been actively promoting a healthy lifestyle with their missions like the "Make India-Heart Healthy" launched in 2009.

In 1877, a name that stood for integrity and honesty was adopted by the world’s 1st cereal brand. And thus Quaker began.

For more than a century, they have been inspired by, and are inspiring others, with the power and wholesome goodness of the amazing oats.

Vision: Quaker

Since 1877, their mission has to be to inspire health, fitness, and energy amongst their patrons.

They are dedicated to converting oats, whole grains, and dairy into energy that helps people lead more fulfilled lives.

They also aim to inspire a healthier and fitter India through these products. Hence, they proactively work towards enabling millions to do more of what they love doing!

A Timeline: huge strides towards success

  • 1877: Quaker Oats registered as the first trademark for a breakfast cereal.
  • 1881: Henry Parsons Crowell buys the brand name, Quaker.
  • 1882: First national magazine advertisement for a breakfast cereal
  • 1891: The first brand to feature a recipe on its box. The recipe was for Oat Meal Bread.
  • 1915: The familiar round Quaker Oats package was introduced.
  • 1922: They introduced Quaker Quick Oats, one of the first convenience products.
  • 1965: Introduces Gatorade Sports Drink.
  • 1966: Quaker Instant Oatmeal is introduced.
  • 1997: The first food-specific health claim for Oats is approved by the USFDA.
  • 2001: Quaker got acquired by PepsiCo.
  • 2006: Quaker Launched in India. The first advertisement went on air.
  • 2009: They launched a Mission to “Make India-Heart Healthy”.
  • 2012: They celebrated 135 years with a brand new range of flavors of breakfast

Quaker India’s Heart Healthy Campaign

Quaker Oats became the market leader in India, in a small amount of time, post its introduction in the Indian market. The aim of the Quaker Oats-The Times of India-Apollo Heart Health Mission was to improve the heart health of Indians and reduce cardiac cases. This was to be achieved by raising awareness about the risk of heart disease that they face. In fact, an alarming data got out, that 46.9 million Indians would suffer from heart diseases by 2010. Hence, they built a 360-degree campaign around the creative concept “Make India heart healthy.”

Targeting middle-aged people, 30 years and above having a hectic lifestyle, the initiative led with a print campaign into a digital one. A television campaign was next which came out in the month of September 2009.

They even developed a portal that could be used to help assess risks associated with the heart. Also, it provided a range of solutions and information on how to stay ‘Heart Healthy.’

Banners on mass portals such as Yahoo and Google had been rolled out as well to create an initial buzz and lead users towards their portal.

“Quaker aims to gain heart health propriety in India. In order to launch such a mass movement, we needed a powerful idea that could sensitize the entire nation and own thought leadership,” explained Manish Aggarwal, director, Mindshare.

Slogans like: “Adopt a heart-healthy lifestyle in 30 days. The energy of Quaker is with you all the way,” also moved people.

A commercial that came out, around the time:

Step 1: Have at least 2 Bowls of Oats

Relish a bowl of Oats twice a day and find the energy for your fitness goals! 

Step 2: Exercise for 30-45 minutes

Find a routine you love, add some fitness hacks and eat oats every day.

Step 3: Make time to do the things you love!

Discover new passions that engage you! Start loving more activities that keep you on the go! 

Oatmeal Market Overview:

The Global Oatmeal Market was valued at $10,475 million in 2017 and is projected to reach $11,907 million by 2027. So, it is growing at a CAGR of 1.3% from 2018 to 2027.

Oatmeal is the preferred choice in breakfast cereal for many people across the world. It is consumed for its high nutrient content, which includes high protein, starchy carbohydrates, dietary fiber, vitamin, and mineral. Generally, the oatmeal is enjoyed with fruits, berries, nuts, and milk. Oatmeal, which is also rich in antioxidants and contains over 26 bioactive substances helps the body in safeguarding against chronic diseases, such as heart disease, diabetes, and cancer. Furthermore, oatmeal is an ideal food for a hectic lifestyle since it is easy to cook and fulfills the daily nutritional requirement of the body.

The following two images depict the market position of its to a great extent:

2019 Financial Highlights for Quaker
Continued..

Products in India

They have the following products in India:

  1. Quaker Oats
  2. The Quaker Oats Plus
  3. Quaker Quick Cooking, White Oats
  4. The amazing range of Quaker Flavored Oatmeal (strawberry, Kesar, etc.)
  5. Spicy and delicious Quaker Homestyle Masala Oatmeal
  6. Breakfast special Quaker Nutri Range (upma, idli, dosa, etc.)
  7. Quaker OatSoSimple Gluten-Free Oats
  8. Quaker Whole Oats

Recipes with Quaker

They also have a Recipe tab, on their website, both the Indian website, as well as worldwide. Here people can submit the unique recipes that they made with their product Range.

The recipes include breakfast, snacks, appetizers, salads & soups, desserts, meals, sweet, savory, shakes, drinks, and smoothies, etc.

They also have started a new trend of Overnight Oats, where one can add oats to milk/yogurt, along with some flavorings, sweeteners, and topping, in a jar/container. It is kept overnight and yields softened oatmeal, that can be had on the go. This is becoming more and more popular among the working class people and students.

They have put up various recipes of these overnight oats: peanut butter oats, mango and coconut oats, blueberry and banana oats, etc.

Read more: case study on Britannia


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