PepsiCo’s reformulates Quaker instant oatmeal, rolls out new products to revive brand

Summary Box: PepsiCo plans Quaker push

THE PUSH: PepsiCo hopes to revive its Quaker division with new cereals with whole grains and less sugar, a reformulation of its instant oatmeal to make it less mushy.

THE ADS: The campaign, starting Sept. 1 pairs up with Bob Harper of “The Biggest Loser” and asks people if their breakfast is “amazing.” Quaker’s marketing spend for the next three months is 50 percent more than the same period last year.

THE BACKDROP: Quaker’s hot and cold cereals have been hurting in the down economy as people shift away from name brands. People are also looking to eat healthier foods.