A Dynamic Duo – Quaker Oats and Milk

Author: Administrator | October 15, 2014


Dairy Partnership with Quaker Highlights Milk’s Protein Package

PHILADELPHIA (October 15, 2014) – For the first time since 1877, the Quaker Oats Man, affectionately known as Larry, is donning a new accessory – the iconic Milk Mustache.

The new look is part of a partnership between Dairy Management Inc.™ ,  the dairy farmer-funded checkoff,  Milk Processor Education Program (MilkPEP)  and Quaker Oats that’s designed to encourage Americans to make their oatmeal with lowfat milk instead of water and serve it alongside a glass of milk for a boost of protein.

A Milk Mustache ad featuring Larry’s new accessory debuted in mid-September as part of People Magazine’s “Best Dressed” issue. In addition, the image will be featured on Quaker Oats canisters, marking this the first time a Milk Mustache has made its way on-shelves in the grocery aisle. Quaker also added milk to the Nutrition Facts panel on its oatmeal canisters and is promoting the nutritional benefits of oatmeal made with milk on its website, www.quaker.com.

“Quaker has encouraged consumers to lead a healthy lifestyle for more than 135 years,” says Justin Lambeth, chief marketing officer of Quaker Oats. “With Larry sporting a Milk Mustache, families will be reminded to start their days with this ultimate breakfast powerhouse.”

The Quaker partnership with dairy checkoff and MilkPEP highlights the nourishment – including high-quality protein and whole grains – families need for successful days. Research shows that few Americans prioritize breakfast as part of their daily routines, with approximately one out of five Americans skipping breakfast.[i]A breakfast of whole-grain old-fashioned Quaker Oatmeal made and served with lowfat milk delivers 21 grams of protein[ii] and key nutrients, like fiber, calcium and vitamin D. The combination of Quaker Oatmeal and lowfat milk is a simple, affordable breakfast option that provides key nutrients Americans need.

In addition to the ad in People Magazine, the partnership will feature TV and online ads and content on Quaker and Milk Life social media properties. On-pack messaging will also feature interactive mobile technology allowing shoppers to scan the package to unlock recipes and snap and share their very own Milk Mustache “selfies.”

Visit www.milklife.com to learn more about the health benefits of milk and oatmeal for breakfast, or use the hashtag #QuakerWithMilk to share duo moments and photos of milk and oatmeal across Twitter and Facebook.

About MilkPEP

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation’s milk companies, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the Milk Life campaign, a multi-faceted campaign designed to educate consumers about the powerful nutritional benefits of milk – with 9 essential nutrients, including high-quality protein, in each 8 ounce glass. For more information, go to www.MilkLife.com.

About Dairy Management Inc.

Dairy Management Inc.™ (DMI) is funded by America’s nearly 49,000 dairy farmers, as well as dairy importers. Created to help increase sales and demand for dairy products, DMI and its related organizations work to increase demand for dairy through research, education and innovation, and to maintain confidence in dairy foods, farms and businesses. DMI manages National Dairy Council and the American Dairy Association, and founded the U.S. Dairy Export Council, the Innovation Center for U.S. Dairy and the Dairy Research Institute. DMI is a strategic consultant and resource to businesses and organizations in the food and beverage sector that seek to increase sales and raise their image through the innovative use of dairy and dairy ingredients. We work with dairy and food industry leaders who want to work with us to increase sales of their foods that include dairy products and ingredients to meet mutual business and consumer interests. For more information about America’s dairy farm families, visit www.dairygood.org.

About The Quaker Oats Company

The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world’s largest consumer packaged goods companies. For more than 130 years, Quaker’s brands have served as symbols of quality, great taste and nutrition. Holding leadership positions in their respective categories, Quaker® Oats, Quaker® Rice Cakes and Quaker Chewy® Granola Bars are consumer favorites. For more information, please visit www.QuakerOats.com, www.Facebook.com/Quaker or follow us on Twitter @Quaker.

About PepsiCo

PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $66 billion in net revenue in 2013, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth in shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.

Mid-Atlantic Dairy Association and Pennsylvania Dairy Promotion Program are the local planning and management organizations funded by dairy farmer checkoff dollars. They work closely with Dairy Management Inc. ™ and are responsible for increasing demand for dairy products on behalf of Mid-Atlantic dairy farmers. For more information, visit www.americandairy.com.

IFIC Food and Health Survey 2012, 2013http://www.prnewswire.com/news-releases/what-america-tweats-new-social-media-analysis-sheds-light-on-us-spanish-speakers-breakfast-habits-240580981.html

Make it with milk: Oats = 5g protein; 1 cup milk= 8g protein. Serve with milk: 8 oz glass of milk = 8g of protein. Total protein = 21g of protein.

IFIC Food and Health Survey 2012, 2013http://www.prnewswire.com/news-releases/what-america-tweats-new-social-media-analysis-sheds-light-on-us-spanish-speakers-breakfast-habits-240580981.html

Make it with milk: Oats = 5g protein; 1 cup milk= 8g protein. Serve with milk: 8 oz glass of milk = 8g of protein. Total protein = 21g of protein.


American Dairy Association North East is one of 19 state and regional promotion organizations working under the umbrella of the United Dairy Industry Association. It is the local affiliate of the National Dairy Council®, which has been conducting nutrition education and nutrition research programs since 1915. For more information, visit www.americandairy.com.