PepsiCo India has rolled out a major refresh for Quaker®, positioning the oats brand more directly around protein and fibre as consumer demand for balanced and functional nutrition continues to grow in India’s breakfast market.
The refresh marks Quaker’s® biggest brand update in India and will be activated across packaging, communication, content and consumer engagement touchpoints. The initiative highlights 12g of natural protein3 and 33% fibre4, aiming to simplify nutritional choices for consumers increasingly looking for healthier breakfast options.
The move comes amid changing food consumption patterns in India, particularly among younger consumers prioritising nutritional value and ingredient awareness. According to Mintel, high protein (46%) and high fibre content (32%) have become important purchase decision factors for Indian consumers.
Nutrition Takes Centre Stage
Quaker®, positioned as the world’s No.1 oats brand1, is seeking to strengthen its role beyond being a traditional breakfast staple. PepsiCo India said the refreshed positioning is designed to make balanced nutrition easier to understand and adopt in daily routines.
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.”
Campaign Focuses on Consumer Confusion Around Nutrition
As part of the refresh, Quaker® has also launched a new television commercial addressing growing consumer confusion around protein and fibre claims in the food category. The campaign uses a relatable household setting to position Quaker® as a product offering both nutritional benefits without compromise.
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.”
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.”
Market Research Outlook Analysis
The refresh signals a broader shift in India’s packaged food industry toward functional nutrition and clearer health positioning. Protein and fibre are increasingly becoming central to product messaging as consumers seek practical, science-backed dietary choices rather than generic wellness claims.
For competitors, the move raises pressure to simplify nutritional communication while balancing taste, trust and convenience. PepsiCo’s strategy also highlights how legacy food brands are repositioning themselves to stay relevant among younger, health-conscious consumers navigating information-heavy digital environments.
The breakfast category is steadily evolving toward purpose-led nutrition, with brands focusing on measurable benefits, transparent communication and everyday usability. Reach out to explore custom research and strategy insights in this space.
Source: PepsiCo India
