PepsiCo’s Quaker has refreshed its positioning in India to emphasise protein and fibre, aligning with changing consumer preferences around nutrition.
The update is based on shifting consumption trends. According to Mintel, 46% of Indian consumers consider high protein content important, while 32% prioritise high fibre when making food and beverage purchase decisions. The demand is particularly strong among younger consumers.
As part of the refresh, Quaker® is highlighting 12g of natural protein and 33% fibre across its communication, packaging, and marketing touchpoints. The company said the move is aimed at making it easier for consumers to understand and choose balanced nutrition options.
Saakshi Verma Menon, Chief Marketing Officer – Foods, PepsiCo India, said the initiative is based on evolving consumer needs. She added that the brand is focusing on building a portfolio that combines taste, trust, and relevant nutrition.
Sriram Iyer, Marketing Director – Quaker®, PepsiCo India, said consumers are increasingly exposed to conflicting information about food choices. He noted that the refresh aims to simplify this by clearly communicating the presence of both protein and fibre in Quaker® Oats.
The repositioning is supported by a new campaign created by Leo South Asia. The TVC shows a consumer dealing with multiple and often conflicting nutrition messages, and presents Quaker® Oats as a product that offers both protein and fibre without requiring a trade-off.
Sharing her thoughts, 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.”
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.”
The campaign is brought to life with a TVC that taps into a reality many health-conscious Indians are navigating today - an overload of information and conflicting narratives, especially around the question: what matters more, protein and fibre? Set in a busy modern kitchen, the film follows a woman drowning in a chorus of conflicting digital advice - each voice louder and more certain than the last. Then, in a quiet moment as the noise fades, she turns to a simple answer - a bowl of Quaker® Oats. Her husband says it best: “Sab protein versus fibre pe atke hue hain, par Quaker® Oats mein toh dono hai.” By delivering exactly what’s needed - both protein and fibre - Quaker® cuts through the noise. No debate. No compromise. Just solid nutrition that delivers both.
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.”
