PepsiCo India has launched a major refresh for Quaker in India, repositioning the brand around protein and fibre as consumer demand for balanced nutrition continues to grow.
The refresh marks Quaker’s biggest brand overhaul in the Indian market and will be activated across packaging, communication, content and consumer engagement touchpoints. The initiative focuses on making nutrition-led breakfast choices easier to understand and adopt.
The repositioning is based on changing consumer behaviour around food and wellness. According to Mintel’s High Protein Trend Report 2025, 46% of Indian consumers now prioritise high-protein food and beverage options, while 32% consider high-fibre content an important purchase factor.
Quaker’s refreshed communication highlights 12g of natural protein and 33% fibre across key brand interactions. Through this move, the brand aims to strengthen its positioning beyond a breakfast staple and establish itself as a nutrition-focused offering for modern consumers.
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.”
The campaign is supported by a television commercial developed by Leo. The film addresses the growing confusion among consumers around nutrition advice, particularly debates surrounding protein and fibre intake.
Set in a contemporary kitchen environment, the film portrays a woman overwhelmed by conflicting digital health advice before arriving at a simpler solution through Quaker Oats. The narrative concludes with the line: “Sab protein versus fibre pe atke hue hain, par Quaker® Oats mein toh dono hai.”
Sriram Iyer, marketing director – Quaker, PepsiCo India, said, “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.”
The campaign will roll out across multiple consumer touchpoints as Quaker strengthens its positioning in India’s evolving nutrition and breakfast category.
