Quaker Oats, FCB Set To Introduce New Oatmeal Bars

Quaker Oats this month will introduce a new three-item line of Fruit & Oatmeal Cereal bars, to compete directly with Kellogg’s Nutri-Grain Bars.
A $20 million consumer and trade marketing campaign for Quaker’s line is expected to begin in March, according to sources. Foote, Cone & Belding in Chicago is handling the effort, which is expected to tout the all-family health benefits of oat-based products and promote them as a perfect snack for kids’ lunch boxes.
Last year, Quaker introduced Cap’n Crunch Bars, intended to compete with other cereal-based bars such as Kellogg’s Rice Krispies Treats and General Mills’ Golden Grahams Treats. That introduction was backed by a $23 million marketing budget, also handled by FCB.
–Stephanie Thompson