The business has announced the launch of the Bring Your Best Bowl contest - a national US search for its new oatmeal flavor - through its The Quaker Oats Company brand.
‘Bring Your Best Bowl’ is similar to PepsiCo’s successful Do Us A Flavor promotions in which it has encouraged consumers to submit potato chip flavor suggestions. Do Us A Flavor has been run in markets including the US (under Frito-Lay) and the UK (under the Walkers brand).
Two to five ingredients
Quaker is inviting consumers across the country to ‘Bring Your Best Bowl’ and create a new flavor using two to five ingredients.
Entrants have the chance to win $250,000, and have their combination ‘brought to life’ as the new Quaker oatmeal.
Consumers have until March 12, 2016 to submit their flavor suggestion – and the inspiration behind it – at a dedicated website.
Three finalists will be launched instore on October 29 - National Oatmeal Day – with shoppers invited to vote online for their favorite. The final winning flavor will be revealed in February 2017.
Actress Tiffani Thiessen is promoting the activity, and is hosting a launch event in New York’s Times Square today (January 13)
"I'm excited to be part of this contest that celebrates all the creative twists on a classic favorite, and see – and taste – the flavor combinations people across America submit,” she said.