The Quaker Oats Company, a division of PepsiCo, announced a broad new direction for growth focused on products and programs to help people lead healthier lifestyles. The nation’s breakfast authority for more than 130 years will introduce two new hot cereal varieties and improvements for its instant oatmeal nationwide this week and will launch an integrated US marketing and ad to motivate Americans to rethink the question: «Does Your Breakfast Make You Amazing?«

«Americans need to go back to basics and that starts with breakfast,» said Jaya Kumar, president of Quaker Oats. «We all inherently know breakfast is the most important meal of the day, and in fact nearly two-thirds of Americans say they feel satisfied after eating it—but still only about half of Americans eat breakfast every day. We see a universal need for education and motivation to help Americans make breakfast a daily, healthy habit.»

The «Amazing Mornings» campaign, which is developed and led by Toronto-based ad agency Juniper Park, will be launched via national television, print, digital and social media and promotional offerings campaign on September 1. Recognizing the importance that professional advice plays in motivating people to make positive changes, Quaker has enlisted noted lifestyle and fitness expert, Bob Harper as its Quaker «Coach» and advocate for living a healthier everyday life. In his new role he will contribute to the company’s initiatives via Facebook, traditional publicity and motivational outreach to consumers.