Comic books are helping Quaker – the food business owned by PepsiCo – map out new ways to reach a “nutrition-forward consumer.”

This year, Quaker will complete a reformulation of its products to remove artificial sweeteners, flavors, colors and preservatives. It has also embarked on a massive new positioning, branding and messaging campaign to appeal to a consumer who is active and discerning about their choice of healthier foods.

And a new segmentation study “changed the game for the Quaker business,” David Elster, PepsiCo’s associate manager for consumer insights, told an audience at The Market Research Event (TMRE) in Focus 2018, a conference held by KNect365 in Chicago.

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David Elster, Associate Manager, PepsiCo

But despite a mountain of data and demographics regarding the new nutrition-forward customer, a company-wide grasp of the concept was lumpy at best.