The Quaker Oats man featured on the boxes of the popular oatmeal shed five pounds and now sports a more youthful look in the brand’s new logo to highlight its healthy products.
PepsiCo Inc, owner of the cereal company, also decided to give the jolly-faced character a haircut and broader shoulders so consumers can associate the image with ‘energy and healthy choices.’
The makeover of the rosy-cheeked man, known as ‘Larry’, is part of a new direction to make the 134-year-old brand ‘fresh and innovative.’
The new physique removes the man’s double chin.
The rolls and plumpness that made his face and neck look rounder were toned down so he can appear slimmer.
‘We took about five pounds off him,’ said Michael Connors, vice president of design at Hornall Anderson, which was in charge of the change.
The man’s shoulders have greater emphasis so Larry can be seen as a stronger, more vibrant image
His white hair, which dangles down from his top hat, is also shortened as a way to keep him looking thin.
The traditional logo featured Larry on a white background with his fuller face centered within a gold band.
The new image has the man in front of a two-toned red background so it ‘adds a sense of movement,’ according to Connors.
The company did not want to dramatically change Larry – instead opting for subtle differences – to keep the image consistent with consumers who are used to the old look.
Quaker Oats became a registered trademark in 1877 as a breakfast cereal. Owners Henry Seymour and William Heston wanted the products to be associated with good quality and honest value.
The company used an image of a man in “Quaker garb” to be connected with its products.
In 1922, the chubby-cheeked Larry was first prominent on the Quaker Quick Oats box.
His face would remain on the box for decades, including on labels of the oatmeal in 1995 when the company submitted a petition to the U.S. Food and Drug Administration to establish the first health claim for a specific food.
The oatmeal became the first to say on its label that the products help improve heart health.