A Dynamic Duo: The Quaker Oats Man and the Milk Mustache

Icons Remind Families a Protein-Filled Breakfast of Oatmeal and Milk Never Goes Out of Style

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Sep 18, 2014, 08:00 ET

WASHINGTON, Sept. 18, 2014 /PRNewswire/ -- For the first time since 1877, the Quaker Oats Man, affectionately known as Larry, is donning a new accessory – the iconic Milk Mustache. Larry's new 'stache puts him in good company among a long and impressive line-up of actors, athletes and musicians who have worn the iconic Milk Mustache. It's all part of a partnership between America's Milk Companies, dairy farm families and Quaker Oats, that's designed to encourage Americans to make their oatmeal with low-fat milk instead of water and serve it alongside a glass of milk for a boost of protein.

For the first time since 1877, the Quaker Oats Man, affectionately known as Larry, is donning a new accessory - the iconic Milk Mustache. (PRNewsFoto/MilkPEP)

The Milk Mustache ad featuring Larry's new important accessory will debut this week as part of People Magazine's "Best Dressed" issue, hitting newsstands on September 19. In addition, the image will be featured on Quaker Oats canisters, marking this the first time a Milk Mustache has made its way on-shelves in the grocery aisle.

"Quaker has encouraged consumers to lead a healthy lifestyle for more than 135 years," says Justin Lambeth, chief marketing officer of Quaker Oats. "With Larry sporting a Milk Mustache, families will be reminded to start their days with this ultimate breakfast powerhouse."

The Added Benefits of Milk + Old-Fashioned Quaker Oatmeal
The Quaker partnership with America's Milk Companies highlights the nourishment – including high-quality protein and whole grains – families need for successful days. Research shows that few Americans prioritize breakfast as part of their daily routines, with approximately one out of five Americans skipping breakfast.¹ A breakfast of whole-grain old-fashioned Quaker Oatmeal made and served with lowfat milk delivers 21 grams of protein² and key nutrients, like fiber, calcium and vitamin D. The combination of Quaker Oatmeal and lowfat milk is a simple, affordable breakfast option that provides key nutrients Americans need.

"Milk is a natural source of protein – a nutrient that half of Americans are trying to increase in their diets," said registered dietitian, Michelle Dudash. "Oatmeal with milk is a delicious, easy and affordable way to get protein and other key nutrients in the morning."

Dudash offers additional tips to "Make it With Milk" including:

Tasty Ingredient Swap: Making oatmeal with milk is easy by swapping milk for water, ounce-for-ounce. Since the milk starts out cold, you may need to cook the oats a bit longer than listed on package directions.
Add 8 for 8: Cooking oats with eight ounces of milk (or one cup) instead of water adds eight grams of high-quality protein per serving – compared to a large egg, which has six grams.³ Serve with a glass of milk to increase protein to 21 grams.²Each serving of milk provides nine essential nutrients, including nearly one-third of the daily-recommended amount of calcium, and is an excellent source of vitamin D.
Make it a (Oat) Meal: Top made-with-milk oatmeal with nuts and fruit, and you've got a square meal all in one bowl. A few winning combinations include bananas and walnuts, raisins and peanut butter, or dried cherries and almonds. Toss the fruit in before cooking to plump and smooth, and add the nuts after cooking.
No Time? No problem!: Overnight oats are the perfect grab and go meal with no cooking required! To prep the night before, combine 1/3 cup old-fashioned rolled oats and 1/2 cup milk in a bowl or jar. Refrigerate. The next morning, your oats will be ready when you are – cool, creamy, delicious and ready to enjoy with your favorite toppings, like a tablespoon each of nuts and dried fruit. Warm your oats, if you prefer, by zapping them quickly in the microwave. And don't forget to enjoy them alongside a glass of milk to boost the protein!
Fiber-rific Smoothies: For more protein and fiber in your whole-fruit smoothie, make it with oats and milk. For a Mango Ginger Smoothie, buzz 1/4 cup rolled oats in the blender until fine. Swirl in 1/2 cup fat free milk, then puree with 1/2 cup of mango and 1/2 can (or 5.5 oz.) of mandarin oranges. Add a tablespoon of almond butter, sweeten with a half teaspoon each of honey and lime juice, and add 1/4 teaspoon of ground ginger for zing. Now ... drink up.

In addition to the ad in People Magazine, the partnership will feature TV and online ads and robust content living on Quaker and Milk Life social media properties. On-pack messaging will also feature interactive mobile technology allowing shoppers to scan the package to unlock recipes and snap and share their very own Milk Mustache selfies.

Visit www.milklife.com to learn more about the health benefits of milk and oatmeal for breakfast, or use the hashtag #QuakerWithMilk to share duo moments and photos of milk and oatmeal across Twitter and Facebook.

About MilkPEP
The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk companies, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the Milk Life campaign, a multi-faceted campaign designed to educate consumers about the powerful nutritional benefits of milk – with 9 essential nutrients, including high-quality protein, in each 8 ounce glass. For more information, go to www.MilkLife.com.

About Dairy Management Inc.
Dairy Management Inc.™ (DMI) is funded by America's nearly 49,000 dairy farmers, as well as dairy importers. Created to help increase sales and demand for dairy products, DMI and its related organizations work to increase demand for dairy through research, education and innovation, and to maintain confidence in dairy foods, farms and businesses. DMI manages National Dairy Council and the American Dairy Association, and founded the U.S. Dairy Export Council, the Innovation Center for U.S. Dairy and the Dairy Research Institute. DMI is a strategic consultant and resource to businesses and organizations in the food and beverage sector that seek to increase sales and raise their image through the innovative use of dairy and dairy ingredients. We work with dairy and food industry leaders who want to work with us to increase sales of their foods that include dairy products and ingredients to meet mutual business and consumer interests. For more information about America's dairy farm families, visit www.dairygood.org.

About The Quaker Oats Company
The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world's largest consumer packaged goods companies. For more than 130 years, Quaker's brands have served as symbols of quality, great taste and nutrition. Holding leadership positions in their respective categories, Quaker^® Oats, Quaker^® Rice Cakes and Quaker Chewy^® Granola Bars are consumer favorites. For more information, please visit www.QuakerOats.com, www.Facebook.com/Quaker or follow us on Twitter @Quaker.

About PepsiCo
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $66 billion in net revenue in 2013, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth in shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.

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¹ Auestad N, Quann EE, Fulgoni VL 3rd. What's for Breakfast? How Dairy Fits Into Breakfast Patterns of Children and Adults. Dairy Research Institute Data Brief No. 1301. Rosemont, IL: Dairy Research Institute; May 2013.
² Make it with milk: Oats = 5g protein; 1 cup milk = 8g protein. Serve with milk: 8 oz glass of milk = 8g of protein. Total protein = 21g of protein.
³ Nutrient data from USDA National Database for Standard Reference, Release 27.

Photo - http://photos.prnewswire.com/prnh/20140917/146861

SOURCE MilkPEP