Quaker, Nestle team for Chewy Granola Bars

Thompson, Stephanie
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p8
Trade Publication
This article reports on the partnership of Quaker Oats Co. and Nestle USA to develop the Chewy Granola Bars with candy bar appeal, in 1999. Co-branded varieties featuring pieces of Butterfinger and Nestle Crunch join the Quaker lineup in January 2000, with advertisements to follow in April 2000. Even though Quaker bills its Chewy line as a wholesome snack parents can feel good about, the extension follows a trend in the snack and granola bar category toward increasingly decadent offerings. The influx is in response to a consumer shift toward better-tasting treats that are essentially candy bar substitutes. Because of the children-demand factor for the products, television and print advertising from FCB Worldwide will talk to children more directly than the 2004 mother-targeted campaign.


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