Quaker trusts the power of nutrition as an enabler to change lives from within. In words of our founder Henry Parsons, despite life’s circumstances, everybody should be well nourished. Quaker is committed to put our knowledge and oats super grain at the services of those who need it the most. We are certain that an early intervention can make a huge difference in people’s life and ultimately in the communities we served. Many organizations, public and private, aim to fight this condition, unfortunately, given the size of the problem, we all need to step in as a society.

Our goal was leveraging our nutritional expertise, technological capabilities and creativity to came up with a solution that can ensure long term sustainability in the most fragile and tough audience to conquer: children between 2 to 5 years old.

Developing adherence to the ready to use supplementary food is critical when addressing malnutrition, the challenge was to make something delicious that kids truly want to eat it daily for 365 days. After assessing different alternatives, the most appealing format for kids was cookies; perceived as a treat different from powders or spreads. Additionally, it leveraged Quaker’s capabilities and technological scale. The true breakthrough was a nutritional supplement effective in treating malnourished children yet appealing enough for them to eagerly consume it daily, ensuring uninterrupted treatment and boosting success rates.

To maintain the percentage of adherence to the product, two cookie flavours were developed (vanilla & cinnamon); offering variety when kids start feeling tired of the taste, and to enhance the product's appeal. Quaker developed recipe books for each family, incorporating local staples and available ingredients from the communities.

After having the ready to use supplement (RUSF), the second unlock was to find the right NGO partner to maximize its capabilities and expertise. This led Quaker to UKA, a respected local organization focusing on early childhood development and nutrition. Together, designed an intervention model with three components: 1) the RUSF developed in a children appealing format 2) NGO leadership for program execution; monitoring kids progress and distributing the supplement 3) educational content for the families, provided in workshops focus on hygiene, health, nutrition and infant development to ensure a sustainable recovery.

Clinical testing was run before launching 1st generation to validate program effectiveness, Quaker distributed the specialized food for 1 year within 1,296 children in 2 rural regions in Mexico, registering the evolution of the children and effectiveness of the program. 9 out of 10 children that consumed at least 60% of the daily doses improved their nutritional status.

Each year a new generation takes place since 2019. The NGO takes anthropometric measures of kids between 2-5 years in more than 350 communities in Mexico distributed along 5 main states (Estado de Mexico, Oaxaca, Chiapas, Sinaloa, Nuevo Leon and Yucatan) and in 150 communities in Chimaltenango Guatemala. Once children with malnourishment are identified they get enrolled in a one-year Quaker Qrece Program where the supplementary cookie is given to them every month, covering the daily dose. During the supplement delivery, enrolled families are required to attend to a workshop facilitated by the NGO regarding health, nutrition & hygiene among other relevant topics. Every 3 months anthropometric measurements take place to assess program adherence and kids’ nutritional status in order to track children evolution. Last year, Quaker Qrece pilot program was launched in India leveraging Latin Americas protocol, learnings & best practices.

Quaker Qrece has reached +16,700 children and +67,000 accumulated indirect beneficiaries in over 450 communities within 2 countries, where 8 out of 10 children are overcoming moderate acute malnourishment.

Quaker, has demonstrated that its possible make a positive difference in the communities we serves, while contributing with the business. During Qrece communication, Quaker increased purchase intent TB +16pp MX / +16pp GT among consumers exposed to the campaign. Improved their perception as a socially responsible brand (GT+20/ MX+16pp) committed with the community (+24/+16pp), and seeking to reduce hunger & malnutrition (+11/+16pp). Guatemala double digit growth +12% vs YAGO and +2.5pp SOM WMT Dec’23 vs. LM. Mexico 3Min +2% vs YAGO and Old Fashioned +6% vs YAGO.

Also expanding the program in partnership with NGO MAMTA, Maharashtra, India to provide 1,000 children aged 3 to 5 yo with wholesome nourishment each day.