Quaker Oats started as a bankrupt company with a popular trademark and brand. The company started to progress when it was bought by Henry Parsons Crowell.
In 1877, Quaker Oats’ trademark was registered at the United States Patent Office to be used for the breakfast cereal product. The trademark showed a figure of a man wearing Quaker garb. In 1881, Henry Parsons Crowell bought the already broke Quaker Mill, as well as its biggest asset, the Quaker brand. A year after, Quaker Oats launched the first national magazine advertising program featuring a breakfast cereal.
In 1890, the American Cereal Co. ran a train featuring the Quaker Oats name in all of its cars. The train ran from Cedar Rapids, Iowa to Portland, Oregon. During the same period, the company also introduced trial-sized samples (1/2 ounce boxes) of Quaker Oats which it delivered to mailboxes in Portland, Oregon. A year after, the company introduced another innovation by featuring a recipe that is printed on the box of every Quaker Oat cereal. It was also at the same time that the company started packaged premiums where chinaware items were inserted into random boxes of Quaker Oats.
In 1908, Quaker Oats introduced the Oat Cakes recipe to consumers. Seven years after, the company introduced a new round package for its products. In 1922, the company introduced a new product, the Quick Oats. This was one of the convenience products that were launched at the time.
In 1961, the company introduced Life® cereal. Five years after, Instant Oatmeal was introduced. In 1970, Quaker Oats introduced another first in the market, the flavored oatmeal. The first flavors that were out were the date and brown sugar flavor (regionally distributed) and the maple and brown sugar flavor(nationally distributed).
In 1981, another product was introduced, the Quaker Chewy® granola bars. In 2007, the company celebrated its 130th anniversary. A year after, the company introduced a multigrain cereal labeled as Simple Harvest.
Currently, under its parent company PepsiCo, the Quaker Oats company continues to be a leader in the area of breakfast food items and cereal snacks worldwide.
Headquarters: Chicago, Illinois
Ownership Type: a subsidiary of PepsiCo
No. of Employees: Information not available
Demography: all types of consumers
Quaker, Kretschmer, Life, Quisp