Quaker Rebrands to Champion Protein and Fibre as Indian Consumers Prioritise Nutrition

New Delhi: India's breakfast landscape is transforming, and Quaker is repositioning itself to meet evolving consumer expectations. As Indian shoppers increasingly seek out nutritious options with higher protein and fibre content, the world's leading oats brand is launching a comprehensive brand refresh that places these nutritional pillars front and centre.

Recent consumer research from Mintel reveals the scale of this dietary shift. Among Indian consumers, 46% now prioritise high protein content when making food and beverage purchases, while 32% specifically seek out high-fibre options. This trend is particularly pronounced among younger demographics, reflecting a generation that approaches food choices with greater awareness and intention.

Quaker has long positioned itself as a trusted nutrition brand, with protein and fibre naturally embedded in its product formulation. The latest refresh amplifies these core strengths by prominently featuring 12g of natural protein and 33% fibre across all consumer-facing platforms—from marketing communications to packaging design and digital engagement. The repositioning signals the brand's ambition to transcend its traditional role as a breakfast staple and establish itself as a comprehensive nutrition partner for contemporary Indian households.

Saakshi Verma Menon, Chief Marketing Officer for Foods at PepsiCo India, outlined the strategic thinking behind the initiative. "Our starting point is always a genuine understanding of what consumers want and how their choices are evolving," she explained. "As Indian consumers become more deliberate about their nutritional intake, we're building a portfolio that resonates with their changing lifestyles while maintaining the taste and reliability they've come to expect. The Quaker refresh demonstrates this commitment—it's grounded in rigorous research and consumer insights, bringing nutrition-focused choices to market in ways that are straightforward, accessible, and genuinely enjoyable. Protein and fibre have become the cornerstone ingredients for a quality breakfast, and Quaker is reinforcing its position by making it easier for consumers to understand, select, and integrate balanced nutrition into their daily routines."

Sriram Iyer, Marketing Director for Quaker at PepsiCo India, added context about the brand's heritage and current market dynamics. "Over 145 years, Quaker has built its reputation on delivering wholesome, trustworthy nutrition while adapting to what consumers need," he said. "The real challenge today isn't a lack of information—it's making sense of it all. The food market has become increasingly crowded with competing nutritional claims and conflicting messaging that leaves consumers confused. Quaker's role is to cut through that clutter. This refresh brings our established credibility to bear with a more focused, transparent emphasis on what genuinely supports healthier mornings: balanced natural protein and fibre. We want to shift breakfast from something people do out of habit into a choice made with awareness and purpose. Our new campaign addresses the protein-versus-fibre question in straightforward, relatable terms through a television spot designed to stand out in a noisy marketplace and reinforce Quaker as a dependable, evidence-based choice for balanced nutrition."