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Quaker Instant Oatmeal Express

Interest in a heart-healthy diet has boosted market potential for oatmeal, yet at the same time, American consumers are more rushed than ever. The Quaker Oats Company sought a way to bring warm, nutritious breakfast food to an on-the-move generation. They turned to Dean Lindsay to reconcile the dilemma through innovative packaging of familiar breakfast favorites.

Dean created a new, convenient package for Quaker Instant Oatmeal Express. Made for quick preparation – just add water and microwave – and easy transportability, the new packaging was heat-shielded and designed to fit into car cup holders. By testing the design in progress and working closely with Quaker’s labeling vendor, Dean was able to “pre-distort” the label graphics to accommodate a more than 20-percent difference in top and bottom panel diameters.

Did it work? Quaker Instant Oatmeal Express helped the company’s overall oatmeal sales hit a record $500 million, while successfully positioning oatmeal as the right answer for health, convenience, and nutrition on the go.

Oatmeal Instant Express was so successful that Quaker extended use of the design to its Instant Grits Express line as well – giving harried consumers another pleasant way to start the day.