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Article: Quaker bets $66M on breakfast bars; Granola growth prompts focus on health.(News)(Quaker Foods & Beverages advertising)
- Article from:
- Advertising Age
- Article date:
- April 14, 2003
- Author:
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: STEPHANIE THOMPSON
Quaker Foods & Beverages plans to spend an unprecedented $66 million against its more wholesome and convenient breakfast offerings this summer in a bid to take on fast-growing competition from General Mills and Kellogg Co.
The extensive outlay is a response to the double-digit growth in the overall snack and granola bar categories, and the whopping 40% rise in sales of General Mills' Nature Valley granola bars, which can be attributed largely to the growing consumer demand for healthy products.
According to sales materials, Quaker's plans call for a $26 million push against its Fruit & Oatmeal lineup, which includes ...