Calling on South Africans to rethink breakfast by driving the message, ‘don’t just wake up, Quake Up’, this is an exciting opportunity for the local Simba business to enter the previously untouched R547m* breakfast (oat) category, which carries with it a multitude of possibilities. Moreover Quaker underpins PepsiCo’s nutrition business globally and provides the ideal platform for the local company to explore and expand into the nutrition market.
Research indicates that consumers have begun to disengage from the breakfast category, becoming bored and confused by the various offerings, particularly within the oats segment. However the introduction of Quaker, the world’s largest oat brand, signals a breakthrough into the South African market. “It’s an opportunity to entice and excite the category with a premium brand adding convenience, variety and choice to the oats audience and, together with the Quaker heritage stamp of approval, offers the brand the potential to position itself as a key advocate and drive the oat category going forward. Introducing a premium product to the mix will serve to attract new users to the segment as well as increase basket penetration,” says Peta Friedman, Marketing Innovations Lead.
Quaker Oats is founded on a strong platform including convenience and taste. Containing real fruit pieces and the goodness of wholegrain oats, Quaker Oats Heaps of Fruit comes in a handy sachet format and is available in four tasty flavours namely: Apple & Cherry, Summer Berries, Blackberry & Apple and Banana & Strawberry. It’s as simple as adding milk, pressing cook on the microwave and in two minutes you have a delicious steaming bowl of oats.
The Quaker Oats South African launch campaign will be supported by a sampling drive, bringing some excitement back to the breakfast aisle with creative in-store promotions and point-of-sale material, public relations and a digital campaign focusing on a website and Facebook activity.
“The Quaker range, especially the Banana & Strawberry variant, has delivered a very strong performance in research to date so we’re confident consumers will love this new offering. The launch is an opportunity to revive the oats market and motivate South Africa to Quake Up to the deliciousness that is new Quaker Oats Heaps of Fruit,’’ continues Friedman.
Quaker Oats Heaps of Fruit will be available nationally from select retailers.