Quaker Oats Enlists Bob Harper of 'Biggest Loser' for New Campaign

The Quaker Oats Company, a unit of PepsiCo (PEP), introduced two new brands of hot cereal and a marketing campaign featuring Bob Harper, the host of NBC's "The Biggest Loser."

Quakers Oats will introduce Mix-Up Creations Instant Oatmeal, which will be aimed at children, and Hearty Medleys Instant Multigrain, the company said in a statement.

Starting Sept. 1, the company will also launch an advertising campaign called Amazing Mornings, which will feature Harper. Quaker Oats will partner with Toronto-based ad agency Juniper Park on the campaign.

"Only about half of Americans eat breakfast every day," said Jaya Kumar, president of Quaker Oats. "We see a universal need for education and motivation to help Americans make breakfast a daily, healthy habit."