Quaker Celebrates 100th Anniversary of Iconic Oats Canister
Historic brand has pioneered the hot cereal industry for more than a century
Quaker® is teaming up with Fuel Up to Play 60, which empowers students to lead change and improve wellness in over 73,000 schools nationwide, and Emmitt Smith, professional football icon and father of five, to help fuel families across the country for the upcoming season.
"Over 138 years ago, Quaker defined the hot cereal category, and we've continued to grow and innovate thanks to the power and wholesome goodness of oats," said Becky Frankiewicz, senior vice president and general manager, Quaker. "At our core, we are oat millers here at Quaker, which has helped drive our leadership in the industry for more than a century." Henry Crowell, who purchased the Quaker Mill in Ravenna, Ohio, and with it the Quaker brand name, is credited for the canister debut. Canned foods were a hot new trend in 1915, and Crowell noticed the public's growing appetite for colorful, conveniently sized packaging, so he began selling his oats in distinctive round cardboard cartons decorated with the brand's trademark image2. Today, Quaker produces approximately 120 million canisters annually at its Cedar Rapids plant.
Throughout its 138-year history, Quaker has enjoyed many additional firsts. In 1891, Quaker was the first to feature a recipe on packaging – Oatmeal Bread – and in 1908, introduced the first cookie recipe on a package – Oat Cakes3. Today's Vanishing Oatmeal Raisin Cookies recipe remains a consumer favorite, celebrating 20 years on the canister in 2015.