PepsiCo Inc. is putting its iconic Quaker Oats brand into a bottle, launching a whole-grain oat shake that consumers prepare themselves as the company targets growing demand for high-protein, portable breakfasts, according to a company announcement released Tuesday.
The new product, Quaker Oat Shake & Go, comes as a dry oat mix packaged inside a single-serve bottle. Consumers simply add cold milk, a milk alternative or water to a fill line, replace the cap, shake the bottle until blended and drink directly from it. The product will debut nationwide this month in Strawberry Banana and Cinnamon Vanilla flavors and will be stocked alongside traditional Quaker hot cereals at major U.S. retailers.
Each serving contains 15 grams of protein, 16 grams of whole grains and 3 grams of fiber. When prepared with eight ounces of milk, the protein content increases to 23 grams, according to the company. The product requires no refrigeration before preparation and contains no artificial preservatives, flavors or added colors.
James Wade, chief marketing officer for Quaker Foods, said the launch is designed to bring the brand’s oat-based nutrition into a format that better matches today’s fast-paced lifestyles. He emphasized that the shake is intended to complement a consumer’s daily routine rather than replace a full meal.
The introduction fits into a broader strategy at Purchase, New York-based PepsiCo to expand its portfolio of products built around functional nutrition. Over the past year, the company has introduced a variety of higher-protein and higher-fiber products, including protein instant oatmeal, protein granola bars, protein rice crisps, protein Doritos and prebiotic beverages sold under both the Pepsi and poppi brands. Quaker Oat Shake & Go extends that strategy into one of the fastest-growing segments of the breakfast market.
The timing reflects changing consumer habits. According to research cited by Quaker, most Americans now prepare breakfast in less than five minutes, while many are actively seeking foods containing higher levels of protein and fiber without adding extra preparation time. Drinkable breakfasts and other portable nutrition products have become increasingly popular among consumers who skip traditional sit-down meals but still want convenient options they perceive as healthier. The trend has also created new merchandising opportunities for grocery stores, convenience retailers and vending operators.
This is not Quaker’s first attempt to enter the beverage category. PepsiCo introduced a Quaker Oat Beverage in the United States in 2019 but discontinued the product less than a year later. This time, however, the company is emphasizing protein, convenience and functional nutrition rather than marketing the product primarily as a plant-based beverage. Executives appear to be betting that today’s stronger consumer interest in protein-rich foods gives the concept a better chance of success.
The move also reflects a broader shift across the packaged-food industry. Major consumer brands are increasingly adding protein and fiber claims to well-established product lines rather than creating entirely new brands. Protein has become one of the grocery industry’s strongest marketing trends, expanding far beyond traditional nutrition products into chips, cereals, beverages and snack foods. By extending the trusted Quaker Oats brand into the drinkable breakfast category, PepsiCo hopes to capitalize on growing consumer demand while leveraging nearly 150 years of brand recognition.
For shoppers, the appeal is simple: a shelf-stable breakfast requiring no bowl, spoon or overnight preparation that can be mixed with whatever liquid is available. Whether Quaker Oat Shake & Go succeeds where the company’s earlier oat beverage fell short will likely depend on pricing, taste and whether consumers embrace the combination of convenience, protein and whole grains as part of their daily breakfast routine.
PepsiCo is scheduled to report quarterly earnings later this month, when investors are expected to look for signs that the company’s growing emphasis on functional foods is translating into stronger sales.
JBizNews Desk | Purchase, New York
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