A Dynamic Duo: The Quaker Oats Man and the Milk Mustache

For the first time since 1877, the Quaker Oats Man, affectionately known as Larry, is donning a new accessory – the iconic Milk Mustache. Larry’s new ‘stache puts him in good company among a long and impressive line-up of actors, athletes and musicians who have worn the iconic Milk Mustache. It’s all part of a partnership between America’s Milk Companies, dairy farm families and Quaker Oats, that’s designed to encourage Americans to make their oatmeal with low-fat milk instead of water and serve it alongside a glass of milk for a boost of protein. The Milk Mustache ad featuring Larry’s new important accessory will debut this week as part of People Magazine’s “Best Dressed” issue, hitting newsstands on September 19. In addition, the image will be featured on Quaker Oats canisters, marking this the first time a Milk Mustache has made its way on-shelves in the grocery aisle. “Quaker has encouraged consumers to lead a healthy lifestyle for more than 135 years,” says Justin Lambeth, chief marketing officer of Quaker Oats. “With Larry sporting a Milk Mustache, families will be reminded to start their days with this ultimate breakfast powerhouse.” The Added Benefits of Milk Old-Fashioned Quaker Oatmeal The Quaker partnership with America’s Milk Companies highlights the nourishment – including high-quality protein and whole grains – families need for successful days. Research shows that few Americans prioritize breakfast as part of their daily routines, with approximately one out of five Americans skipping breakfast. A breakfast of whole-grain old-fashioned Quaker Oatmeal made and served with lowfat milk delivers 21 grams of protein and key nutrients, like fiber, calcium and vitamin D. “Milk is a natural source of protein – a nutrient that half of Americans are trying to increase in their diets,” said registered dietitian, Michelle Dudash. “Oatmeal with milk is a delicious, easy and affordable way to get protein and other key nutrients in the morning.” In addition to the ad in People Magazine, the partnership will feature TV and online ads and robust content living on Quaker and Milk Life social media properties. On-pack messaging will also feature interactive mobile technology allowing shoppers to scan the package to unlock recipes and snap and share their very own Milk Mustache selfies.