PepsiCo India is enhancing its position in the ready-to-cook oats market by introducing the Quaker instant oats range. The company aims to attract new consumers to the brand, extend its distribution, and broaden the brand’s appeal beyond just breakfast consumption.
The company is emphasizing its Quaker instant oats range with a strong focus on small packs, highlighting the convenience of compact packaging.
Sravani Babu, Associate Director and Category Lead – Quaker, PepsiCo India, said, “Quaker has been on an innovation journey with the launch of various products such as multi-grain and muesli. Now, we have extended the brand portfolio with the launch of instant oats range. In post-Covid times, Indian consumers are increasingly looking at mindful indulgence opting for grain-based and fibre-based options.”
“With the launch of the new instant oats in three flavours at convenient price-points, we aim to grow brand Quaker’s penetration in India. Also, we believe the move will help the brand tap into a wider number of consumption occasions as consumers are increasingly seeking healthier and tastier options,” she added.
Capitalizing on the favorable price point, Babu highlighted that the expanded product range will be accessible through an increased number of outlets in both modern trade and general trade channels. The smaller packs are priced at INR 17, while the larger packs, specifically the Masala Magic variant, are priced at INR 189, and the Mixed Berries and Herby Cheese flavors are available at INR 199. Additionally, the entire range can be conveniently purchased through various e-commerce and quick-commerce platforms.
Babu added that the nascent flavored oats segment is achieving double-digit growth, driven by higher disposable incomes and an increasing focus on health consciousness.
“E-commerce and quick commerce are also helping increase penetration and adding new cohorts to the oats category,” she said.
Quaker’s Consumer-Centric Approach:
The snacks and beverage major mentioned that extensive consumer research was conducted to finalize the flavor profiles, spanning both sweet and savory options, to cater to the evolving taste palettes of Indian consumers.
The latest release is supported by a comprehensive outreach strategy, which includes a television commercial (TVC) showcasing the new brand ambassador duo, Kiara Advani and Sidharth Malhotra.
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