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PepsiCo-owned brand Quaker Oats has expanded its Protein range with the launch of a peanut butter flavour. Quaker said that the launch will enable retailers to meet consumer demand for protein, a nutrient that supports everyday wellbeing. In addition, Quaker Protein Peanut Butter will debut with a new taste-driven visual identity, a design that will also be rolled out across the broader Protein range. Divesh Parmar, Quaker UK general manager at PepsiCo, commented: “Protein porridge is undergoing a huge perception change. Having become more mainstream, it’s no longer just for shoppers looking to improve their athletic performance – protein porridge is for the everyday consumer who wants to support their overall health and wellbeing. As the number one brand within hot cereals, we’re in a strong position to add more excitement to the segment and support shoppers in leading active lifestyles through our NPD.” He continued: “Our new pack design will also help us recruit Gen-Z and Millennial consumers, focusing more on the taste credentials of our range to stand out on shelves. As well as the taste-led design, our new pack emphasises the health credentials that consumers are looking for such as ‘high in protein’, ‘100% wholegrain’ and ‘natural energy release’. We’re confident that the revamp of our Quaker Protein range will bring incremental growth into the category and resonate with the intended Gen-Z and Millennial audience to support their lifestyle goals.” Quaker's Protein Peanut Butter sachets will be available at Asda stores, with an SRP of £3.50 per pack. It will later be rolled out to other grocery and convenience stores.