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Tag: Quaker

  • PepsiCo’s new brand identity swaps its stripes for smiles

    PepsiCo’s new brand identity swaps its stripes for smiles

    NEW YORK: PepsiCo has binned the branding it has worn for a quarter-century. Out with the old, in with the grin. The company’s fresh corporate identity, unveiled on 28 October, marks its biggest visual shake-up since the turn of the millennium—a deliberate signal that this is no longer just the fizzy-drinks firm your parents knew.

    Sixty years after Pepsi merged with Lay’s, the empire has swelled to more than 500 brands—Tostitos, Gatorade, Quaker, Siete, poppi—and 300,000 employees. It peddles snacks and beverages from Kansas corner shops to Cairo kitchens, from São Paulo’s streets to Shanghai’s stores. Yet only 21 per cent of consumers can name a PepsiCo brand beyond Pepsi itself. Chairman and chief executive Ramon Laguarta reckons the rebrand will fix that. “Our new identity boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe,” he says.

    The new logo plants a “P” at its centre, hemmed in by shapes representing consumer focus, sustainability and taste. A custom typeface in lower case softens the corporate edge. The colour palette draws from earth tones and vivid hues—soil, drinks, planet, people. And lurking beneath it all: a smile. That grin anchors the company’s new three-word mantra: “Food. Drinks. Smiles.”

    Chief consumer and marketing officer and chief growth officer for international foods  Jane Wakely calls it “a beautiful expression of both who we are as a company today and our aspiration for the future.” The smile, she insists, signals an “obsession with consumers” that will fuel growth.

    The rebrand will roll out gradually across PepsiCo.com, LinkedIn, Instagram, YouTube and TikTok, then seep into packaging, workplaces and signage worldwide. Whether it prompts consumers to smile back—or simply reach for a rival’s crisps—remains to be seen.

  • PepsiCo’s India ambitions: fizzing with growth potential

    PepsiCo’s India ambitions: fizzing with growth potential

    MUMBAI: In the sweltering heat of India’s bustling metropolises, where street vendors hawk their wares amid a cacophony of honking horns and animated chatter, PepsiCo has spotted an oasis of opportunity. The beverage and snack behemoth aims to double its revenue in this vibrant South Asian nation over the next five years, viewing India as a critical “key anchor market” where it’s pouring investments like a perfectly fizzy drink into a chilled glass.

    PepsiCo India & South Asia CEO Jagrut Kotecha,  with eyes sparkling like carbonated bubbles rising to the surface, revealed that India will serve as the “engine of growth” for PepsiCo’s global revenue ambitions. Standing tall among the company’s top three markets globally, India’s performance has been anything but flat, serving up double-digit growth that’s as refreshing as a cold sip on a blistering summer day.

    Lays“We believe India will be the engine of growth for PepsiCo to drive the top line,” Kotecha explained, gesturing expressively during an exclusive interview with PTI. “Our per capita consumption in India is still very low, not only for beverages and food, but we would expect one of PepsiCo’s fastest-growing economies to change that,” he added, his optimism as effervescent as a freshly opened bottle of cola.

    The company hasn’t been crisping about when it comes to investments. PepsiCo has already established greenfield plants in the northern state of Uttar Pradesh, where golden wheat fields stretch to the horizon, and is preparing to pop open a new facility in Assam, nestled among lush tea plantations in India’s verdant northeast, by year’s end.

    “We are not going to be investment shy,” Kotecha declared, with the confidence of someone holding the winning hand in a high-stakes game. “We’re going to be investing forward to drive that growth because it’s there for us to capture.”
     

    Pepsi Beverages

    The numbers tell a tasty tale: PepsiCo has poured close to Rs 3,500-4,000 crore into the Indian market over the past three years—an investment as substantial as a fully loaded potato crisp.

    The American giant has crafted a strategy as carefully layered as a perfectly constructed sandwich. It has divided the kaleidoscopic Indian market into nine distinct clusters based on taste preferences, demonstrating an understanding that India’s palate is as diverse as its colourful festivals and traditions.

    PepsiCo operates through instantly recognisable brands that have become as familiar to Indians as the sight of cricket matches in neighbourhood parks—Kurkure with its distinctive crunch, Lay’s with its perfect crisp, thoughtful Quaker, and zesty Doritos dominate its food segment, which contributed a hearty 80 per cent to PepsiCo India’s revenue in 2023.

    The remaining 20 per cent bubbled up from beverages, a segment handled by bottling partner Varun Beverages Ltd (VBL), which operates a network of 41 plants scattered across the country like stars in the night sky. VBL isn’t sipping slowly either—they’ve increased capacity by a quarter this year alone.

    Kurkure

    Its beverages brand include carbonated fare such as  Mountain Dew, 7up, Pepsi, and energy drink Sting and sports beverages Gatorade, while in juices it has Tropicana and Slice brands .PepsiCo operates with Kurkure, Lays, Quaker and Doritos in the snacks category. 

    When questioned about new competitor Reliance’s Campa Cola, which has been creating ripples in the market with aggressive pricing and distributor margins, Kotecha maintained the composed demeanour of a drink that hasn’t lost its fizz.

    “It’s always good to have competition. Competition only helps to grow the category,” he remarked with the wisdom of a seasoned market player. “Even before Pepsi and Coke were there, there were a lot of local, regional players. Now Campa has also come with a lot of flair and expense. So our belief is the category will then grow and consumption will grow.”

    This optimistic outlook comes even as India’s per capita consumption remains “far less” than neighbouring Pakistan—a fact that doesn’t seem to dilute Kotecha’s enthusiasm.

    The vision for PepsiCo India is as clear as a glass of Mountain Dew: to achieve $2 billion (around Rs 17,000 crore) in revenue in the coming years. Having reported over Rs 5,950 crore in 2023 (for nine months due to a change in fiscal year), and maintaining double-digit growth since then, PepsiCo appears to be on a trajectory as steady as a perfectly balanced can of soda.

    As the sun sets over the vast Indian landscape, painting the sky in hues of orange and purple, PepsiCo continues to bet big on a country where every street corner could potentially house a new consumer ready to reach for a cold drink or a packet of crisps. In this land of a billion dreams, PepsiCo is hoping its growth story will be nothing short of effervescent.

  • Quaker welcomes Kiara Advani and Sidharth Malhotra as brand ambassadors

    Quaker welcomes Kiara Advani and Sidharth Malhotra as brand ambassadors

    Mumbai: Quaker, a trusted name and pioneer in the oats segment, proudly announces the addition of celebrity power couple, Kiara Advani and Sidharth Malhotra, as its newest brand ambassadors. This momentous collaboration signifies the fusion of Quaker’s 145-year legacy in advocating the ‘goodness of oats’ worldwide with the contemporary influence and appeal of Kiara and Sidharth.

    The brand has been dedicated to delivering their valued promise of bringing oats to more people in more delicious ways and has pioneered innovative ways to uphold this commitment. As a modern nutrition brand offering a diverse range of oats-based options, Quaker continues to redefine how oats are embraced, establishing them not just as a breakfast choice but as versatile ingredients for a variety of tasty and nutritious meals.

    Relaying her excitement, Kiara Advani, commented, “Oats have been a constant part of my diet, a delightful addition that I truly love. They’re my morning and evening essential, a wholesome choice with nutritious energy. Partnering with Quaker resonates with my belief in maintaining a balanced lifestyle without compromising on taste. I’m excited to collaborate with Quaker to highlight how oats, with their inherent goodness, effortlessly elevate everyday meals, making conscious eating both convenient and delicious.”

    “Teaming up with Quaker feels like the perfect match, as oats have long been my go-to to get an energized start to the day. When it comes to a speedy, wholesome meal, they are my top pick; quick to make and filled with goodness. I look forward to showcasing how these versatile oats seamlessly fit into anyone’s schedule, transforming mindful eating into a delightful journey.” expressed Sidharth Malhotra.

    In her remarks on the announcement of Kiara and Sidharth as brand ambassadors, PepsiCo India associate director and category lead – Quaker Sravani Babu said, “With Kiara Advani and Sidharth Malhotra joining the Quaker family, their vibrancy, relatability, and commitment to a balanced lifestyle complement Quaker’s ethos perfectly. Kiara’s vivacious energy and Sidharth’s active lifestyle resonate with today’s generation, making them influential advocates for a wholesome way of living. Their shared values align seamlessly with Quaker’s mission, enhancing the brand’s endeavour to inspire individuals to embrace oats as a delicious and beneficial dietary inclusion. Together, Kiara and Sidharth bring not only star power but also an authentic passion for wellness, making them ideal ambassadors to further champion the ‘goodness of oats’ message.”

    The new brand ambassadors will play a pivotal role in forthcoming campaigns and launches, engaging audiences in the oat-a-licious journey.

  • Quaker and Euromonitor release report on ‘Lifestyle Choices and Ageing Perception of Urban Indians’

    Quaker and Euromonitor release report on ‘Lifestyle Choices and Ageing Perception of Urban Indians’

    Mumbai: On the occasion of World Food Day and National Nutrition Month 2022, PepsiCo India, through its brand, Quaker, and London-based market research major, Euromonitor International, released a research study on ‘Lifestyle Choices & Ageing Perception of Urban Indians’.

    The launch of the report was followed by a panel discussion in collaboration with the Confederation of Indian Industry (CII) around the key findings and the importance of incorporating healthy ageing habits to ensure holistic health.

    The panel discussion, which was moderated by GotoChef founder and CEO Kavneet Sahni, included eminent names like celebrity chef and Quaker brand ambassador Vikas Khanna, Asian Para Games Gold medalist and Tokyo Paralympian Ekta Bhyan, PepsiCo India senior director of marketing-foods Anshul Khanna, health and wellness consultant & Weljiii founder & CEO Preeti Rao, and Delhi University professor from the department of food technology Eram Rao.

    The report revealed that 82 per cent of the gen-X audience (those people aged 41 years and above) feel their own age or younger, while 40 per cent of the gen-Z audience (18–25 years of age) and 46 per cent of the millennial audience (26–40 years of age) feel older than their current age. Low energy, general tiredness, and poor immune health are some of the internal factors that lead to respondents feeling older than their own age.

    Interestingly, data also shows that over 40 per cent of gen-X never skip breakfast, while busy mornings and long workdays affect the breakfast patterns of the younger lot, with over 50 per cent of gen-Z and 61 per cent of millennials tending to skip breakfast. However, since the pandemic, 82 per cent of the total respondents have started incorporating more wholesome breakfasts, especially multigrains such as oats, into their approach towards healthy ageing.

    The survey, conducted to better understand the overall well-being of Indian consumers, also highlighted that since the pandemic, over 90 per cent of respondents have started adopting habits that support healthy ageing. Indians have become more cognizant of improving digestive health, reducing stress levels, and enhancing immunity. The study indicates that over 70 per cent of respondents have improved their nutrition intake, with 44 per cent consuming vitamins and supplements daily. The report also sheds light on breakfast being considered as the most important meal of the day, with 82 per cent of respondents intending to start incorporating more wholesome breakfast as part of their healthy habits.

    Speaking at the event, Khanna said, “It is encouraging to see the younger generation making conscious efforts towards better health and seeking ways to incorporate more nutrition into their daily lives. The pandemic brought the food community together in a completely new way, supporting each other in their journey to stay fit and eat better. We even saw chefs across the world join the conversation with interesting and fun recipes that encourage better eating. Through my continued association with Quaker, my goal is to provide people with nutritious yet tasty recipes that appeal to today’s generation as well. Incorporating a wholesome breakfast into one’s daily regime is a must for those embarking on their healthy ageing journey, and I personally consider breakfast to be the most important meal of the day.”

    Talking about the study findings, PepsiCo India associate director and category lead-Quaker portfolio Sonam Vij said, “The survey provided us with unique insights and views of Indians on aging. According to the study, gen-X feels younger by following a healthy routine, whereas young India feels older than their current age. However, it was good to see the shift towards a better quality of life with over 90 per cent of respondents incorporating healthy ageing habits into their daily routine.”

    She added, “Breakfast being one of the most important meals of the day, the survey revealed that oats and cereals are the preferred choices for people who are working towards incorporating wholesome breakfast into their daily routine. Much to our delight, the survey also revealed that Quaker Oats is among the most consumed breakfast cereals across India, highlighting its nutrition quotient and the value it adds to the lives of consumers who are choosing healthier options. With our philosophy of winning with pep+, we are consistently working towards addressing changing consumer and societal needs, and with Quaker Oats, we provide consumers with nutritious yet quick and delicious recipes.”

    Euromonitor International consultant Dilip Radhakrishna commented, “Indians across age groups of 18 to 40 feel older than their current age, primarily due to their poor nutrition intake. However, since the pandemic, 90 per cent of people have started incorporating habits for healthy ageing and over 70 per cent have improved their nutrition intake. People believe that higher consumption of vegetables, fruits, and wholegrains will improve their overall health. A majority of people believe that breakfast cereals, such as oats, provide lasting energy and resolve digestive health issues. In fact, those who take wholegrains consume them every day or every alternate day in a week with an average of one-two servings per meal.”

    The research was conducted with over 1,000 respondents aged 18 and above, living across four key metros: Delhi, Mumbai, Bangalore, and Kolkata. With a key focus on understanding multiple factors which impact overall health, the study helped in identifying drivers and deterrents to good health. It also mapped the changing behaviours of Indians towards overall health and wellbeing, energy, and weight management, which are top priorities for better health.

    Key findings of the report:

        Over 70 per cent of respondents have improved their nutrition intake, with 44 per cent consuming vitamins and supplements daily.

        The gen-X audience understands their body, lifestyle and needs, with 82 per cent of those surveyed feeling their own age or younger.

        82 per cent of the total respondents have now started incorporating more wholesome breakfasts, especially multigrains such as oats, into their approach towards healthy ageing.

        40 per cent of gen-Z and 46 per cent of millennials believe they are older than their actual age. However, over 90 per cent of the total respondents, including gen-Z and millennials, are now taking steps to support healthy ageing.

        Digestive health and fatigue are primary health concerns for almost 40 per cent of respondents.

        Over 40 per cent of gen-X never skip breakfast, while busy mornings and long workdays affect the breakfast patterns of the younger lot—over 50 per cent of gen-Z and 61 per cent of millennials tend to skip breakfast.

        Overall health & wellbeing, energy, and weight management are the top priorities of respondents for better health.

  • Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC

    Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC

    MUMBAI: PepsiCo-owned international brand Quaker has launched a new TVC Campaign – ‘Fuel For The Real Fit’ to inspire consumers to have Oats as part of their active lifestyle and make the most of the opportunities life brings to them.

    Through the #FuelForTheRealFit campaign conceptualised by Wunderman Thompson, the brand seeks to establish itself as the ‘fuel’ that gives people the energy to keep going.

    The TVC film directed by Bauddhayan ‘Buddy’ Mukherji and produced by Avishek Ghosh, brings forward the demanding lifestyle of millennials. To ace this spirited race, one needs the ‘fuel’ to keep up in every moment of life. Hence, a good start with a wholesome breakfast can set the tone for the day.

    The proposition is further brought to life as the brand unveils a refreshed packaging design. Quaker has brought in more health benefits, enhanced visual appeal, and a QR code at the back of the pack to try new Oats recipes every day.

    PepsiCo India associate director and category head – Quaker Portfolio Sonam B Vij said, “The youth today have hectic lifestyles with little or no time for the right nutrition. With this new campaign, we want to motivate millennials to be the Real Fit and effortlessly ace the race of life by starting their day right. With what we have witnessed over the past few months, we know this message is more relevant than before. This campaign will help us to deliver this iconic message but in a fresh and modern way. We hope to continue empowering our audience with the goodness of Oats and providing #FuelForTheRealFit.”    

    Wunderman Thompson senior vice president Ritu Nakra said, “In today’s world, life often feels like a race! With every challenge and twist, we race to win. And the nutritious energy of a bowl of Quaker Oats for breakfast is the perfect start to play strong and emerge victorious. Grab your bowl of Quaker Oats and give yourself this advantage.”

    Talking about the film, Little Lamb Films director Bauddhayan Mukherji said, “You have heard “Life is a race” a thousand times but the ‘how’ is what you will see for the first time with this film. Bringing the metaphor alive in its purest form we recreated an entire day, one’s daily lap, on an actual racetrack. Building on the moments like the daily rush, office meetings, an evening with friends etc. on an actual 400m track to give audiences a first-hand experience of how the right fuel enables you to win your day.”

    The new Quaker Oats packs will be available on leading retail and e-commerce platforms across India. The new TVC and packaging unveil will be followed by a strong campaign.

  • Quaker salutes healthcare community

    Quaker salutes healthcare community

    NEW DELHI: Quaker Oats, one of India’s leading brands in the oats segment, from the house of PepsiCo India, on National Doctor’s Day salutes the dedication and compassion of The Real Fit Heroes – our healthcare community with a special digital film.

    Supporting the tireless devotion of our frontline workers, who are bringing hope to many during these challenging times, Quaker applauds their efforts through a special digital film with a warm message from Quaker Brand Ambassador, Vikas Khanna. Through this film, Quaker urges netizens to salute and thank the Real Fit Heroes – doctors, nurses and many more such healthcare professionals for their compassionate and heroic work in the fight against the pandemic.

    PepsiCo India, senior director and category head foods Dilen Gandhi said, “The healthcare professionals have shown true resilience, selflessness and strong commitment and have worked tirelessly. On National Doctor’s Day, Quaker salutes our frontline warriors for their relentless efforts and an unwavering spirit that has brought hope to all of us. Our digital film is a tribute to extend our appreciation for the healthcare heroes and recognize their continued dedication. We are also serving ready-to-eat *oatmeals, through vending machines in some leading Government hospitals in New Delhi for easy on-the-go access. We are also distributing packs in hospitals in various cities of India as a small gesture. May they stay real fit forever.”

    Quaker Oats brand ambassador, Vikas Khanna, said, “I wish to thank all the healthcare professionals for working tirelessly during these challenging times. Today, on National Doctor's Day, we salute the dedicated efforts and compassion of our Healthcare workers that has filled all of us with the hope of better lives. Quaker’s digital film is a tribute to extend our collective appreciation for the healthcare heroes as they continue to serve the country.”

    To support these healthcare heroes, earlier this month Quaker Oats had announced that it will provide over 1 lakh oatmeals* to doctors, nurses and healthcare professionals working tirelessly in COVID-19 speciality hospitals across New Delhi. The oatmeals* were provided by installing Quaker Oats vending machines in leading government hospitals. The special initiative was flagged off by Dr. Randeep Gulleria, Director, AIIMS along with Abhishek Singh, IAS, Deputy Commissioner, New Delhi.