Quaker® Celebrates 100th Anniversary Of Iconic Oats Canister

Beloved brand has pioneered the hot cereal industry for more than a century

Nov 19, 2015, 06:00 ET from Quaker

CHICAGO, Nov. 19, 2015 /PRNewswire/ -- One-hundred years ago, Quaker proved that it's hip not to be square with the introduction of the now-iconic round Quaker Oats package. A first in the industry, it was just one of many moments in Quaker's long-standing history of innovation. While the packaging design has since been updated, the round canister can still be found on store shelves today, helping The Quaker Oats Company, a subsidiary of PepsiCo, Inc., deliver more than 350 million pounds of oatmeal1 and inspire countless cooking and baking oat-casions for consumers each year.

"Over 138 years ago, Quaker defined the hot cereal category, and we've continued to grow and innovate thanks to the power and wholesome goodness of oats," said Becky Frankiewicz, senior vice president and general manager, Quaker. "At our core, we are oat millers here at Quaker, which has helped drive our leadership in the industry for more than a century."

Henry Crowell, who purchased the Quaker Mill in Ravenna, Ohio, and with it the Quaker brand name, is credited for the canister debut. Canned foods were a hot new trend in 1915, and Crowell noticed the public's growing appetite for colorful, conveniently sized packaging, so he began selling his oats in distinctive round cardboard cartons decorated with the brand's trademark image2. Today, Quaker produces approximately 120 million canisters annually at its Cedar Rapids plant.

Throughout its 138-year history, Quaker has enjoyed many additional firsts. In 1891, Quaker was the first to feature a recipe on packaging – Oatmeal Bread – and in 1908, introduced the first cookie recipe on a package – Oat Cakes3. Today's Vanishing Oatmeal Raisin Cookies recipe remains a consumer favorite, celebrating 20 years on the canister in 2015. For those seeking additional recipe inspiration for the upcoming holiday season, Quaker's online recipe database features oat-spired recipes for all occasions, including festive treats such as Oatmeal Gingerbread Cookies, Christmas Granola and Holiday Cookie Surprises. Bonus: the Quaker Oats canister makes a great vessel for cookie gifting!

As the brand has evolved, so too have consumers' oat-consumption habits. In 1922, the company introduced Quaker Quick Oats, one of America's first convenience products, and also a common swap for Quaker Old Fashioned Oats in baking recipes. In 1966, Quaker Instant Oatmeal debuted to help people keep pace with a busy, on-the-go lifestyle. Quaker Instant Oatmeal expanded from pouches to cup packaging in 2000, making portable eating even easier. In 2015, Quaker's Quick 3-Minute Steel Cut Oats lineup launched – cutting the traditional cooking time of 30 minutes to three minutes – while providing a hearty texture and rich, nutty taste that consumers craved. That hearty taste and texture make Quaker Steel Cut Oats perfect for savory recipes that add a fresh, festive spin to the holiday dinner table, such as Cranberry Apple and Pecan Oat Salad or Steel Cut Oatmeal with Sweet Corn, Tomato & Pancetta.

For more information about Quaker's latest innovations and recipe ideas, visit www.QuakerOats.com, www.Facebook.com/Quaker or follow the brand on Twitter @Quaker.

Suggested Tweets:

  • The iconic round @Quaker Oats canister turns 100 this year. #TBT
  • Did you know? @Quaker introduced the first round canister for oats 100 years ago – one of many innovative firsts for the iconic brand. #TBT
  • From baking to cookie gift-giving, the iconic @Quaker Oats canister has been a holiday staple for 100 years.

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 2014, 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 vision to deliver financial performance over the long term by integrating sustainability into its business strategy, leaving a positive imprint on society and the environment. We do this in part by offering a wide range of products; increasing the number of our nutritious foods and beverages; reducing our environmental impacts; and supporting our employees and the communities where we do business; all of which will help position the company for long-term sustainable growth. For more information, visit www.pepsico.com.

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1 IRI Panel, Total US, Latest 52 Weeks Ending 10/4/2015 
2 Eating History, by Andrew F. Smith, and http://www.smithsonianmag.com/arts-culture/thinking-outside-the-cereal-box-79135104/?no-ist 
3,4 Quakeroats.com

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