• New York Times, Monday, September 10, 2007 11:46 AM

PepsiCo's Quaker division is rolling out Quaker Simple Harvest--an instant, multigrain hot cereal--with an estimated $25 million introductory campaign that includes television, print and online advertising, events at farmers' markets and a partnership with a nonprofit organization, Farm to Table, to encourage farmers to grow natural and organic foods.

The cereal--which is made from whole grain rolled oats, whole grain rolled wheat, rolled barley and whole grain rolled rye--is being marketed with the theme "Celebrate the simple." Quaker products account for about 65% of the hot-cereal category, and 90% of the category is oatmeal.

There was no consideration of introducing Simple Harvest as its own brand without the Quaker name, says Dave Kimbell, marketing director for Quaker breakfast products at Quaker. "About 30 percent of consumers are looking for a different texture, a different variety, than oatmeal can deliver," according to Kimball.

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