As consumers seek cleaner label food products, food companies—old and new—are quickly moving toward the natural channel. Quaker Oats was founded 130 years ago on the principles of "integrity, honest, and purity." However, the evolution of it's brand identity and food packaging had become "too big CPG" as the company grew and competed against the other big players in the Consumer Packaged Goods market. As a pioneer in packaged foods, Quaker Oats felt it has permission to retire Larry, the Quaker mascot, and pursue a much more modern, clean brand identity. Wanting to maintain an iconic look, Quaker Oats decided to own the Q as the new symbol. It's new brand pillars are organic ingredients, sustainable practices, and the same hearty healthy rolled oats.