• Reduce: Optimize the amount of packaging required through light weighting and minimizing the use of secondary and transport packaging.
• Reuse: Reuse packaging materials and components.
• Recycle: Design packaging to be recyclable, use recycled content in our packaging and promote responsible recycling practices.
• Renew: Leverage packaging materials derived from renewable sources.

In 2011, PepsiCo Beverages Canada was named one of Canada’s top 50 socially responsible companies by Maclean’s magazine.

Pepsi Retro features iconic retro graphics dating back to the 80s. The look is cool, classic and totally vintage. Sweetened with real sugar, Pepsi Retro transports new and seasoned Pepsi drinkers to one of the most diverse eras of the last century.

“We hit on something big with Pepsi Retro,” said Robb Hadley, National Marketing Director, PepsiCo Beverages Canada. “When we get that kind of response to a beverage innovation, we listen! And what better way to celebrate the fun of the 1980s than with Claude Meunier and his famous Pepsi advertisements. We invite Quebecers to enjoy a Pepsi Retro as they view and choose their favourite ad at Facebook.com/PepsiQuebec.”

Quebec consumers are invited to view five of Claude Meunier’s most popular television commercials from the 1980s and vote for their favourite one. With every vote cast, Pepsi Retro will make a donation of 80 cents to the Quebec charity Fondation Tel-jeunes (which provide funds to LigneParents and Tel-jeunes) up to $10,000. The most popular ad, as voted by the people of Quebec, will be announced just before St. Jean Baptiste Day.

“It’s great to take a journey back in time and celebrate the return of Pepsi Retro with a vote showcasing my favourite Pepsi ads from the 1980s,” said Claude Meunier, beloved Quebec comedian and actor, and long-time member of the Pepsi family. “When I watch the five commercials featured in the contest, it reminds me of the fun we had while shooting them. The 1980s were a great decade full of laughter and good times. I encourage Quebecers to be apart of that laughter and visit the Facebook site to vote for their favourite commercial. For every vote, Pepsi will make a donation of 80 cents to a charity that is close to my heart, Fondation Tel-jeunes which finances LigneParents and Tel-jeunes.”    

Pepsi Retro’s vintage packaging is based on a replica of a Pepsi can from 1980s. The look is cool, classic, strong, simple and unmistakably vintage. Consumers will find Pepsi Retro in stores coast-to-coast beginning this week in 355 mL cans, 12-pack cases and 591 mL bottles. It will be here for a limited time only, so retro fans will need to pick it up before it's all gone!

The End began as an ominous incomplete Doritos commercial launched during this year’s Super Bowl  which saw two flavours – Buffalo Wings N’ Ranch and Onion Rings N’ Ketchup – contend to survive. By handing over complete control to the consumer, Mélanie chose to destroy Flavour B – Buffalo Wings’ N Ranch – in her ending so that the victorious Flavour A, Onion Rings N’ Ketchup, would remain on store shelves.  Her ending has been brought to life in the now complete Doritos commercial being broadcast across Canadian airwaves.

Revealing The End
Launched on February 4, the Doritos® The End Contest was a nation-wide initiative thatchallenged Canadians to write a maximum 400 character ending to an existing Doritos commercial that would destroy one of two new Doritos flavours launched in market. Each entrant engaged Canadians to vote for their ending with the hopes of being selected as one of the top fourteen finalists who were given the opportunity to fly to Toronto for the big reveal of the finished commercial, which incorporated only one of the creative concepts.

“I was completely blown away when I watched the final Doritos commercial and it slowly hit me that my ending had been secretly filmed as the winning ending,” says Mélanie Normandin, the creative hand behind the clever “Because Mother Knows Best” Doritos ending.  “This contest gave me, and so many others, the opportunity to showcase my imaginative writing skills, and showed that the average consumer can actually influence a brand – I never thought I’d be so lucky.”

Normandin’s winning ending, featuring the Flavour Master’s “very old but graceful toothless mother” who ultimately decides which chip flavour should be destroyed, beat out 29,923 total contest entries and thirteen other finalists, garnering 2,221 votes.

The End of Traditional Advertising Makes Way for a New Level of Consumer Engagement Marketing

The Doritos brand has always been committed to staying on the cutting edge of consumer engagement and actively listens to its consumers for insight and direction in terms of what the brand should do next to break new ground.

“This year’s Doritos campaign presented Canadians with a brand new challenge along with the chance to truly have an impact on the brand’s decisions and history,” says Jason McDonell, Vice President of Marketing at PepsiCo Foods Canada. “Not many Canadians can say that they had the opportunity to decide which Doritos flavour should remain on store shelves, write the end to an epic Doritos commercial, and have it filmed no less. The response was incredible.”

Normandin will also become an extension of the Doritos Brand team through participation in the Doritos Think Tank. She will be flown to Toronto for three non-stop Doritos-filled days of brand integration and will be given the opportunity to participate in Think Tank projects for the rest of the year which could include input on new products, trend spotting and planning for future campaigns.

Onion Rings N’ Ketchup, the Doritos flavour luckiest to remain on store shelves, is available across Canada wherever Doritos tortilla chips are sold. For more information, view submissions including the top fourteen and see the winning commercial, please visit www.writetheend.ca.

Last night, Youth Music Movement (YMM) and members of Montréal’s renowned pop punk band Simple Plan announced the launch of a cross-country tour designed to discover Canada’s brightest up-and-coming musical stars.

From May 1 to July 31, the Youth Music Movement Powered by Pepsi tour will make 11 stops across the nation, where the YMM team – armed with a mobile recording and film studio – will produce a sound recording and a video for free, featuring young Canadian musicians on the cusp of making it big.

One song from each band will be featured on a CD that will be released at the end of the tour highlighting the diversity of musical talent across Canada. A portion of the proceeds from the compilation will go to the Simple Plan Foundation, an organization that encourages the practice of music to help young kids find a passion in life.

Canadians can follow the movement on Twitter (using the #YMMove hashtag and the @youth_music handle) and on Facebook (Facebook.com/pepsicanada). While on the road, Youth Music Movement will also produce 12Tracks.tv, 12 weekly webisodes that document their adventure across the country and feature the music videos and songs of each act they record.     

While most bands have been preselected to participate, Youth Music Movement has four open spots in the following provinces: Quebec, Manitoba, Saskatchewan and Yukon. Musicians looking to participate in the Youth Music Movement Powered by Pepsi tour can contact the YMM team on their Facebook page (Facebook.com/youthmusicmovement).   

The Youth Music Movement team includes four members – François Del Fante, a gifted sound engineer and musician; Frederic Bastien Forrest, a versatile cultural journalist; Pierre-Etienne Bordeleau, a prolific cinematographer; and Bruno Mercure, an innovative producer.

The idea for a tour started in Montréal in May 2010 when the group applied for a $25,000 grant from the Pepsi Refresh Project, a program that funds ideas that promote social good. Youth Music Movement campaigned for two-months and won the hearts of Canadians coast-to-coast who believed in their project and helped them win a grant. The Youth Music Movement team has been busy since, researching hundreds of bands from every corner of the country, looking for up-and-coming Canadian musical talent to feature on the tour.

"We can’t wait to hit the road to discover Canada’s next generation of rising stars,” says Frederic Bastien Forrest, Youth Music Movement co-founder. “We have amazing talent in our country and it’s our passion to scout and record the hidden gems of tomorrow. Our Pepsi Refresh Project grant has given us the opportunity of a lifetime, and we’re looking forward to kicking off the tour.”

Leaving from Montréal on May 1, the Youth Music Movement Powered by Pepsi tour will make the following stops over the spring and summer months:

1. May 4 – 8: St. John’s, NF
2. May 11 – 15: Halifax, NS
3. May 18 – 22: Charlottetown, PE
4. May 25 – 29: Edmundston, NB
5. June 1 – 5: TBD, QC
6. June 15 – 19: Toronto, ON     
7. June 22 – 26: TBD, MB
8. June 29 – July 3: TBD, SK
9. July 6 – 10: Edmonton, AB
10. July 13 – 17: TBD, YK
11. July 20 – 24: Vancouver, BC

“Our Lay’s potato farmers are no doubt the secret behind our crispy, fresh-tasting Lay’s potato chips,” says Claudia Calderon, Senior Marketing Manager, Lay’s. “We work closely together to ensure we’re providing Canadians with a snack that they can feel good eating knowing it comes direct from Canadian soil, right in their own community.”

There are over 30 Lay’s potato farms across more than 16,000 acres of land in provinces throughout the country, including Nova Scotia, New Brunswick, Quebec, Ontario, Manitoba, Alberta and PEI. Lay’s potato farmers work day and night and face Mother Nature’s challenges with patience, heart and dedication. Their role in growing high-quality potatoes that eventually turn into high-quality potato chips, and genuinely enjoying what they do every day, is what makes these farmers proud to be Lay’s potato farmers.

Each Lay’s potato farmer has a very unique and personal story to share and their farms have a rich history, often spanning several generations!  The following Lay’s potato farmers are excited to be able to share their experiences and provide a small glimpse into what it’s like to be a Lay’s potato farmer:

Terry Curley – Kensington, PEI
Terry Curley comes from a long line of potato farmers – six generations and counting. It all started during the mid 19th century when the Curley family came to Canada from Ireland during the Great Famine and started Monaghan Farms. The tradition continues to this day as Monaghan Farms is still truly a family effort. Terry has worked with Lay’s and supplied their potatoes for over 20 years. He has built a solid and mutually respectful relationship with the Lay’s brand and appreciates their focus on good quality potatoes that meet high industry standards.

Jack Murphy – Alliston, ON
Jack Murphy comes from a rich lineage of family members who share a passion for potatoes. In fact, Jack is a third generation potato farmer; his grandfather started farming in the Alliston, Ontario area in the 1930’s, which is where his father purchased the farm they currently own in 1953. Jack’s farm strictly produces potato crops and has been supplying potatoes to Lay’s since the 1980’s. He harbours a great admiration for the brand because they are known for investing heavily in their own potatoes. “If you start with a good product, you will end up with a good product,” says Jack!

Ruth Vander Zaag – Alliston, ON
Being a woman in a male dominated farming industry has never been an issue for Alliston, Ontario’s Ruth Vander Zaag. Like anyone, she’s had to prove herself and has risen to every challenge thrown in her path. Being anything other than a farmer was never a question for Ruth as her family has been supplying potatoes to Lay’s for years. She loves seeing her hard work come to fruition – planting the potato seed, watching it grow and eventually shipping it off to the Lay’s manufacturing facility to be produced into Canada’s favourite potato chip brand.

Chris Perry – Coaldale, AB
A devoted Lay’s potato supplier for the past 13 years, Chris Perry has had his farm in the family and in the same local area for over a century. Chris actually left the farm at a young age to study engineering, but quickly found that city life wasn’t for him and returned to his true calling. Today, Chris and his brother Harold work with eight other full time staff and up to 40 seasonal staff to produce a whopping 13,550 tons of potatoes for Lay’s each year! Both Chris and his brother value renewable energy and both believe that this is the way of the future in farming – one day, they hope to have a farm that is off-the-grid – one of the few in Canada with that distinction.

Thomas Nakashima – Burdette, AB
Thomas Nakashima’s parents adventured over to Canada from the beautiful country of Japan almost 40 years ago and eventually settled into farm life a few years after arriving on Canadian soil. Thomas’ father started supplying potatoes to Lay’s about 25 years ago and today, Thomas and his brother Charles have taken over farm duties. The Nakashima’s are still very proud to be a part of the team that makes Lay’s potato chips and work closely together to deliver a top quality potato year after year - Thomas and Charles enjoy the challenge of delivering on this ask every day!

Michel Drainville - Saint-Thomas de Joliette, QC
From the tender age of 12, Michel Drainville always knew he was destined be a farmer.  He took over the family business, founded by his parents, several decades ago. Michel works on the farm with his brothers, “men of the earth”, just like him. He is a dedicated farmer who puts his heart into his work and despite any daily challenges, he never gives up. Thanks to this determination, ambition and the exceptional work of his team, Michel has been supplying high quality potatoes to Lay's for over 37 years.

Martin Goyet – Saint-Thomas de Joliette, QC
Martin Goyet is remarkably, a fifth generation farmer of M.V.G. Inc. Farms. The farm itself has an incredible history – it originally focused on livestock and was dedicated to solely feeding the Goyet family.  However in the 1970’s, Martin's father decided to turn the family farm into a commercially-operated profitable business, a decision that would forever change the lives of his family. Over time, the Goyet farm turned their focus on producing potatoes and today, Martin is proud to be amongst the few privileged farms in Quebec who work with such a great potato producer like the Lay's brand.

To learn more about the Lay’s Farmer program and to find out where the potato chips in your bag of Lay’s chips came from, visit www.lays.ca.

This donation is a direct result of the success of the Unlock Amazing program, with program ambassador and Olympic Champion Alexandre Bilodeau. The program, which started in January 2011, asked Canadians to join the Quaker brand on Facebook at www.facebook.com/quakercanada and help Unlock Amazing by making a virtual breakfast bowl. If 25,000 virtual bowls were created online, the Quaker brand would double their already-planned 2011 Food Banks Canada donation of one million bowls of oatmeal, to two million bowls.

“The Quaker brand is happy to support Food Banks Canada and the services it provides through our unique Unlock Amazing program. We are extremely proud to make this announcement on behalf of the Quaker brand and commit to making a donation of two million bowls of oatmeal to Food Banks Canada locations across the country this year,” said Kathryn Matheson, Vice President, Marketing Quaker Foods and PepsiCo Foods Innovation at PepsiCo Foods Canada.

“While our final tally of bowls made online was approximately 90 per cent of our goal, we consider our efforts to be a great success on many levels,” Matheson continued. “It has provided us an opportunity to contribute to this important cause and has allowed our online consumers to engage in the program as well. The response from our Facebook friends to the program and to our partnership with Food Banks Canada has been absolutely incredible, and it confirms that reducing hunger is an important issue to solve for us all.”

The Quaker brand has partnered with Food Banks Canada because it believes in the importance of a nutritious breakfast. The Unlock Amazing program was created to take that belief to new heights, by motivating Canadians to start their day with Quaker oatmeal, and at the same time, help those in need have access to a nutritious breakfast.

In fact, there is an increasing need for support of food banks in Canada. Food banks have been providing food and other assistance to more than 700,000 people each month for the better part of a decade and continue to be a critical emergency food source for Canadians in need. Over the last two years, food bank use in Canada has risen by 28 per cent, an unprecedented rate of growth. In March 2010, more than 860,000 people relied on the assistance of a food bank in order to have enough to eat - 38 per cent were children and youth.² This is the highest level of food bank use on record.

Food Banks Canada Executive Director Katharine Schmidt applauds programs like Unlock Amazing, because people who rely on their services need nutritious breakfast choices like Quaker oatmeal, and programs like this go a long way to help meet the increased demand.

“Programs like the Quaker brand’s Unlock Amazing initiative help us provide the much needed support required to address hunger in Canada,” said Schmidt. “It engaged Canadians with this issue in a fun and meaningful way. We appreciate Quaker’s ongoing commitment to Food Banks Canada and to helping provide nutritious breakfasts to Canadians in need.”

References

1. The estimated number of bowls of oatmeal Quaker will donate is based on donations (measured in pounds), using the average oatmeal serving size of 30g.

2. HungerCount 2010: A comprehensive report on hunger and food bank use in Canada, by Food Banks Canada

Bring Home a Stanley Cup Champion^TM is the latest evolution of the Bring Home the Cup^TM contest which began in 2006. In past years, Canadian amateur hockey teams have been asked to submit why they deserve to Team Up and Bring Home the Cup^TM for the chance to win a visit from Canadian hockey icon Mark Messier and the Stanley Cup®, but in 2011, there are three exciting new changes to the campaign:

• All Canadian hockey fans will be given the chance to participate.
• Mark Messier will be joined by fellow Stanley Cup® Champion legends Doug Gilmour and Guy Carbonneau. Each hockey legend will represent a Canadian region (Messier for the West, Gilmour for Ontario and Carbonneau for Quebec and the Atlantic), and local finalist, and they will rally behind Canada’s hockey fans along the way.
• In addition to the grand prize (which includes a visit from the winning finalist’s regional Stanley Cup® Champion and the Stanley Cup® delivered during the winner’s Ultimate Playoffs Party for friends and family, to be featured as a segment on TSN), there will also be amazing prize experiences for the second and third place finalists.

“As hockey players, I think I can safely speak for Doug and Guy, when I say that we all know the thrill and excitement of holding the Stanley Cup® and what it’s like to look up to some of our favourite Stanley Cup® Champions,” said Mark Messier, former Stanley Cup® champion. “The Bring Home a Stanley Cup Champion^TM program encourages Canadians to share their passion for the game and we look forward to delivering a significant piece of that hockey history to one standout fan.”

“This year, we’re thrilled that ALL Canadians will have the opportunity to show their love and enthusiasm for our National sport,” said Susan Irving, Director of Marketing, PepsiCo Foods Canada. “Not only will the grand prize winner experience a once in a lifetime opportunity, but the second and third place finalists will also be rewarded with intimate at-home Playoffs Parties to be enjoyed with their regional Stanley Cup® Champions.”

To enter the contest, Canadian hockey fans are asked to share their Favourite Stanley Cup Playoffs moment by submitting a minimum 100 word story with or without a picture. Entries can be submitted online through the Bring Home a Stanley Cup Champion™ website, www.bringhomeachamp.ca until April 17, 2011.

“This contest has become a yearly tradition in the Canadian marketplace and we at the NHL always look forward to working alongside Pepsi®, Lay’s® and Gatorade® to make the campaign even better for hockey fans year after year,” said Brian Jennings, NHL Executive Vice President of Marketing. “What’s exciting about this year’s campaign is that it offers something new and different to consumers, giving more than just one lucky winner the chance to experience the hockey dream of a lifetime.”

Three regional finalists (one from the West, Ontario and the East) will be chosen by a judging panel and tasked with producing an inspiring and creative online video that explains why they should be chosen to Bring Home a Stanley Cup Champion and the Stanley Cup® trophy. They will each be challenged to rally for the most votes by using their own social media networks to promote their videos. Canadians will then decide which lucky finalist deserves to Bring Home a Stanley Cup Champion^TM and the Stanley Cup® by voting online for their favourite finalist between May 2 and May 15, 2011.

To generate even more community engagement and support this year, all Canadians who register online to vote will not only have the opportunity to vote for their favourite finalist, but they will also be entered into a random draw for one of seventy-five coffee gift cards, valued at $100 CDN.

“Seeing the smiles that this contest has brought to people’s faces over the past four years is why Pepsi®, Lay’s® and Gatorade® continue to bring this program to life,” said Julie Raheja-Perera, Senior Director of Marketing, PepsiCo Beverages Canada. “This year, Canadians have the chance to do things they wouldn’t normally be able to do - get close to the Stanley Cup® and meet one of three outstanding Canadian Stanley Cup® Champions.”

For official contest rules and to enter the Bring Home a Stanley Cup Champion^TM contest, visit www.bringhomeachamp.ca.

“The Canadian consumer landscape is really changing and we’re no longer satisfied with sitting back and being shown or told what to do,” says Ken Wong, Professor of Business and Marketing, Queen’s University. “The Doritos campaign is a really innovative new program that breaks down barriers between industry and consumers – it’s actually a harbinger of the future.  It’s truly amazing that one lucky fan will have the chance to shape the course of their favourite brand.

“The End” is here and fate is in your hands!
Launched on February 4, the Doritos® The End Contestchallenges Canadians to take hold of the brand in a completely new and different way. Doritos is launching two new flavours (Flavour A - Onion Rings N’ Ketchup and Flavour B - Buffalo Wings N’ Ranch) and is asking consumers in Canada to decide which flavour should live and which should be destroyed; or, put another way, be forever removed from store shelves.  Until March 13, consumers can visit www.writetheend.ca, and compose the ultimate ending to an unfinished Doritos commercial that will destroy one flavour in a highly creative way. The prize is worth the effort: $25,000, 1% of future sales from the flavour remaining on shelves, the unfinished commercial completed with the winning ending, and the exclusive opportunity to become a part of the Doritos 2011 brand team.

Cast your votes to decide “The End”
As submissions are entered, the fate of all endings is put into the hands of voters, who will ultimately choose fourteen finalists - seven finalists from Flavour A and seven finalists from Flavour B. Then an expert judging panel, made up of a Doritos brand representative, an agency representative and the commercial’s director, will be tasked with the responsibility of critiquing and choosing the final winning ending. The winner will be announced when the finished commercial is revealed live for the first time.

Doritos Think Tank
Along with some serious cash ($25,000 and 1% of future sales from the flavour remaining on shelves), the winner of Doritos® The End will hone their creativity to become the first member of the Doritos Think Tank, an exciting new extension of the Doritos brand team that engages consumer insight to keep the brand on the cutting edge of cool. This is an amazing opportunity for one Doritos fan to literally sit at the Doritos boardroom table and share their knowledge of current trends in pop culture and social media to influence brand happenings. This lucky insider will be flown to Toronto for three non-stop Doritos-filled days of brand integration and will then be given the opportunity to participate in monthly Think Tank projects for the rest of the year where they will have the opportunity to weigh in and contribute to brand decisions.

“At Doritos, we thrive off of finding ways to break through and give consumers control of the brand,” says Tony Matta, Vice President of Marketing at PepsiCo Foods Canada. “The End is more than a contest, it’s the next evolution of consumer engagement where we’re handing over our brand to Canadians, and giving them a chance to play a role in making Doritos history, something we’ve never done before.”

The Doritos® The End Contest is supported with a custom website, Facebook fan page, Twitter account, YouTube channel, an extensive advertising campaign on national television and online, and media partnerships with MuchMusic and Astral Media.

The new Doritos flavours, Onion Rings N’ Ketchup and Buffalo Wings N’ Ranch, are available across Canada in distinctively-marked white and black bags wherever Doritos are sold. For more information, to view submissions, and full contest rules, please visit www.writetheend.ca.

To achieve this ambitious goal, Quaker Canada and Bilodeau are asking Canadians to join them on Facebook at www.facebook.com/quakercanada where visitors can help Unlock Amazing by making a donation through creating a virtual breakfast bowl. If 25,000 consumers create a bowl, the Quaker brand will double their planned 2011 donation of one million bowls of oatmeal to two million bowls.

“The Quaker brand is very excited about this project, and to be working with Alexandre Bilodeau. Alexandre knows how important it is to start the day off right, and he knows a nutritious breakfast is key to unlocking his winning spirit to be a remarkable example for us all,” says Kathryn Matheson, Vice President, Marketing Quaker Foods and PepsiCo Foods Innovation at PepsiCo Foods Canada. “The Quaker brand wants to help Canadians feel inspired by Alexandre to begin the day with a breakfast that can help them unlock their own amazing potential, and to do something simple and fun that will result in giving a wholesome breakfast to others in need.”

Unlock Amazing for Food Banks Canada
Canadians can visit the Quaker brand Facebook page to create their own customized bowl of virtual oatmeal alongside Bilodeau at www.facebook.com/quakercanada. To participate, Canadians simply build a virtual bowl of oatmeal, and then add it to the Tower of Bowls. If the number of bowls made on Facebook increases to 25,000, the company will donate an additional one million bowls of oatmeal. Those who participate can also enter for a chance to win prizes to share with their amazing friends and family, including a chance to enjoy a ski vacation with Bilodeau.

“I feel privileged to be part of the Quaker brand’s efforts to ensure breakfast is accessible to Canadians who are helped by food banks,” says Bilodeau. “It’s an amazing opportunity to inspire Canadians to create healthier lifestyle habits, and to help give a helping hand to those in need.“

Helping To Reduce Hunger in Canada
There is an increasing need for support of food banks in Canada. Over the last two years, food bank use in Canada has risen by 28 per cent, an unprecedented rate of growth. In March 2010, more than 860,000 people relied on the assistance of a food bank in order to have enough to eat - 38 per cent were children and youth.² This is the highest level of food bank use on record.

Food Banks Canada Executive Director Katharine Schmidt says people who rely on their services need nutritious breakfast choices like Quaker oatmeal, and programs like this go a long way to help meet the increased demand.

 “Food banks have been providing food and other assistance to more than 700,000 people each month for the better part of a decade and continue to be a critical emergency food source for Canadians in need,” said Schmidt. This reality makes what the Quaker brand is doing even more relevant, because it’s programs like this that go a long way to providing much needed support required to address hunger in Canada.”

In addition to helping those in need, Bilodeau says he hopes to encourage the one in five Canadians who say they are too rushed, or that there is no time for breakfast³, to make the time to enjoy a nutritious bowl of Quaker oatmeal that can set the tone to the day.

“I’ve been eating Quaker oatmeal since I was a kid,” says Bilodeau. “I believe that if you approach your morning the right way, it has a direct and positive impact on how your whole day plays out. For me, breakfast is really key to that.”

Why Oatmeal Can Be An Amazing Start To The Day
When we think about Quaker oats, words like wholesome, nourishing and good for you come to mind, and for good reason. Not only do they taste great and fit easily into your everyday diet, but they can also do so much more. Oats are a good source of fibre, consisting of both soluble and insoluble fibre. Research supports the link between the consumption of oatmeal and the maintenance of healthy cholesterol levels. Health Canada recently confirmed the beneficial role oat fibre can play in reducing cholesterol, approving the claim ‘oat fibre helps reduce cholesterol, a risk factor for heart disease. 1 packet (33-46g) of Quaker Instant Oatmeal supplies 30 to 40 per cent of the daily amount of the fibres shown to help reduce cholesterol.’ ⁴

Research Says Nutrition Is #1 At Breakfast
When deciding what to eat for breakfast, Canadians rank nutrition first, over taste and convenience, according to The NDP Group’s study on national eating trends in Canada (for the 12 months ending March 2009):

A recent Ipsos Reid survey³ found:

• Fifty-five per cent of Canadians have breakfast every day; 45 per cent do not
• Boomers are the most likely to do so
• French Canadians are more likely to eat breakfast regularly than their English counterparts
• Two-thirds of Canadians who don’t eat breakfast say they’re just not hungry in the morning
• Twenty-nine per cent only consume liquids
• One in five say they’re too rushed or don’t have time

References

1. The estimated number of bowls of oatmeal Quaker will donate is based on donations (measured in pounds), using the average oatmeal serving size of 30g.
2. HungerCount 2010: A comprehensive report on hunger and food bank use in Canada, by Food Banks Canada
3. Ipsos Reid, May 2010, Breakfast Market Landscape Survey for Quaker
4. Health Canada Claim: http://www.hc-sc.gc.ca/fn-an/label-etiquet/claims-reclam/assess-evalu/oat-avoine-eng.php

The announcement by Health Canada comes at an important time for the health of Canadians. Approximately 10 million adult Canadians have cholesterol levels higher than the recommended targets determined by their doctor. Almost 40 per cent are classified as having high blood cholesterol levels, which can pose a major risk to heart health.¹

Now, the Quaker brand is able to proudly communicate specific benefits of oat fibre, such as eating “1/3 cup (30g) of Quick Quaker Oats or Quaker Large Flake Oats supplies 40% of the daily amount of the fibres shown to help reduce cholesterol.”

“Canadians have been enjoying Quaker oats for decades as part of healthy eating, and the science supports this,” says Dr. Randall Kaplan, PhD, Director, Nutrition Science and Regulatory Affairs at PepsiCo Canada. “A large body of evidence has demonstrated the effectiveness of oat fibre consumption in reducing blood cholesterol. Health Canada’s announcement means that we can communicate something very tangible to Canadians - eating foods that contain oat fibre, such as oatmeal, helps reduce cholesterol.”

In fact, research has found that a diet high in whole grains, such as whole grain oats has been associated with reductions in risk for heart disease, and other heart benefits.^2,3

Dr. David Jenkins, M.D., Ph.D., D.Sc, is a University Professor and Canada Research Chair in Nutrition and Metabolism, Department of Nutritional Sciences at the University of Toronto, and Director of the Risk Factor Modification Centre at St. Michael's Hospital. He says the Health Canada claim about oat fibre is an important step forward in the process of educating Canadians about functional foods that aid in lowering cholesterol.

“I’m pleased to hear that Health Canada has acknowledged the beneficial role oat fibre can play in heart health,” says Dr. Jenkins. “My research has focused on exploring the potential of diet to prevent and treat chronic diseases including heart disease. Diet remains a highly effective approach to cholesterol reduction and eating oat fibre is part of this strategy. Oat fibre is a major source of the viscous or sticky fibres which have been shown repeatedly in many studies to lower serum cholesterol. They have long been recognized by the USFDA as one of 4 groups of foods or food components which include plant sterols (also just recently approved by Health Canada for use in Canada), soy protein and nuts all of which in the US can carry a heart health claim. The recent recognition of the cholesterol lowering potential of oat fibre by Health Canada is therefore important. My hope is that all of these foods and food components will soon be officially recognized in Canada for their cholesterol lowering potential and allow Canadians to be informed which foods they can include as part of an effective cholesterol lowering dietary portfolio.” 

Canadian nutrition expert and Registered Dietitian Hélène Charlebois agrees. “Research studies continue to explain why consuming oat fibre regularly can benefit heart health, making oats especially important for those who are striving to improve their cholesterol levels,” Charlebois says. “My philosophy has always been a ‘food first’ approach. Our first stop to achieve nutritional health should be our kitchen, not a medicine cabinet, and that’s how I try to counsel my clients. Today’s Health Canada announcement lends further credibility to that important message.”

Oats provide two types of dietary fibre – soluble and insoluble. The soluble fibre, called oat fibre or beta-glucan, helps reduce cholesterol. Research has shown that consuming 3 grams of soluble oat fibre per day can have a positive effect on cholesterol levels.

The new claim will start appearing on Quaker packaging in the new year. Foods that carry the claim must meet additional nutritional criteria, The criteria include minimum amounts of vitamins and minerals as well as maximum levels of cholesterol, sodium and saturated fat.

The following Quaker products are eligible to carry Health Canada’s new oat fibre claim:

• Large Flake Quaker Oats
• Quick Quaker Oats
• One Minute Quaker Oats
• Quaker 100 % Whole Grain Oatmeal packets
• Quaker Instant Oatmeal
• Quaker Reduced Sugar Instant Oatmeal
• Quaker Weight Control Instant Oatmeal
• Quaker High In Fibre Instant Oatmeal
• Quaker Oatmeal Squares™ Cereal
• Quaker Oat Bran Hot Cereal
• Quaker Oatmeal to Go® Oatmeal Bars

The opinions and recommendations expressed by Dr. David Jenkins are his own. His comments are for educational purposes only and do not constitute or imply the endorsement, recommendation or favouring of any specific commercial product, process or service by Dr David Jenkins, St. Michael’s Hospital or the University of Toronto.

References

1. www.heartandstroke.com/site/c.ikIQLcMWJtE/b.3483991/k.34A8/Statistics.htm
2. Health Canada. http://www.hc-sc.gc.ca/fn-an/label-etiquet/claims-reclam/position_paper-enonce_position-eng.php
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