Quaker Rice Snacks are “Fad Free”

April 1, 2005

CHICAGO, Illinois – Frito-Lay announced today increased marketing support of its rice snacks line including Quaker Rice Cakes, Quaker Quakes and Quaker Soy Crisps. The increase in marketing support includes new packaging across the three product lines, new television, print and online advertising, as well as a national consumer instant win promotion.

“As people move away from ‘fad diets,’ they are looking for foods that are naturally lower in fat and calories while still offering great taste,” said Jeff Swearingen, vice president marketing, Frito-Lay Convenience Foods. “Quaker Rice Snacks meet that consumer need and our new support plan is helping get the word out about it and reconnect with consumers.”

Packaging across the three product lines has been updated with a new, uniform color scheme while increasing the prominence of the brand’s familiar Quaker icon. The new packaging was designed to create a more consistent look across the Quaker Rice Snacks portfolio. Packaging was last updated for these products more than 3 years ago.

The new television ad for Quaker Rice Snacks, titled “Monologue,” features a 30-something woman explaining how fads come and go, but because Quaker Rice Snacks contain only 70 calories and have a satisfying crunch, they’re not a fad, they’re a classic. The spot ends with the tagline “Quaker Rice Snacks, Classic.” The 30-second spot, created by Element 79 in Chicago, broke in early January.

Quaker Rice Snacks have also launched the “Simple Steps to Big Rewards” instant win promotion with America On the Move, an organization inspiring individuals to achieve healthier lifestyles. The program encourages consumers to kick the spring season off on the right foot by getting out and walking. As part of the promotion, consumers will have the chance to win an exciting trip to one of the world’s “walking” cities, including Paris, Milan, London, New York, San Francisco, and Chicago by finding the instant win game piece inside Quaker Rice Snacks.

Quaker Rice Cakes are made with whole grain brown rice, have 60 calories or less per cake, are low fat or fat free, and have 0 grams of trans fats. Available at most grocery stores nationally, Quaker Rice Cakes come in 10 different flavors including Caramel Corn, Lightly Salted, Chocolate Crunch, Apple Cinnamon and Butter Popped Corn.

Light and crispy Quaker Quakes Rice Snacks are available nationally in 8 flavors and contain 70 calories or less per serving. Quaker Soy Crisps, made with 5.5 grams of soy protein, are available in two flavors nationally. For more information visit www.quakerricesnacks.com.

Quaker Snacks are part of Frito-Lay North America, a division of PepsiCo, which is headquartered in Purchase, NY. Quaker Snacks include Quaker Chewy Bars, Quaker Fruit & Oatmeal Bars, and Quaker Rice Snacks. Other PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.