Comic books are helping Quaker – the food business owned by PepsiCo – map out new ways to reach a “nutrition-forward consumer.”
This year, Quaker will complete a reformulation of its products to remove artificial sweeteners, flavors, colors and preservatives. It has also embarked on a massive new positioning, branding and messaging campaign to appeal to a consumer who is active and discerning about their choice of healthier foods.
And a new segmentation study “changed the game for the Quaker business,” David Elster, PepsiCo’s associate manager for consumer insights, told an audience at The Market Research Event (TMRE) in Focus...