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Quaker Oats Company is expanding its presence in the fast-growing functional breakfast and snacking category with the launch of several new high-protein products tied to its sponsorship of the FIFA World Cup 26.

The product rollout comes as consumer demand for protein-enriched foods continues to rise, with the company citing data showing that 73% of Americans are actively adding protein to their diets.

As part of the launch, Quaker is introducing new protein-focused SKUs across granola bars, rice crisps and instant oatmeal.

Among the new launches are Quaker Chewy Protein Granola Bars, now available in Maple Brown Sugar and Caramel Chocolate Chip varieties, each containing 5g of protein per serving.

The company is also expanding its savoury snacking range with Quaker Protein Rice Crisps in Chocolate Caramel and Tangy Barbecue flavours. Each serving contains 6g of protein and 9g of whole grains.

Further launches scheduled for later this year include the Quaker Protein Granola Bar in Chocolate Pretzel flavour, arriving in late June with 10g of protein per bar, and Quaker High Protein Instant Oatmeal, launching in July in Blueberries & Cream and Banana Chocolate variants with 22g of protein per serving.

The launches highlight how mainstream breakfast brands are increasingly reformulating and extending portfolios to meet demand for higher-protein, functional products that appeal to consumers seeking convenience, satiety and better-for-you positioning.