Let the shape fit the benefit

Quaker Whole Hearts Packaging

For the past few years Quaker has been using the health benefits of oats, and in particular the benefits of oat bran, in its advertising.

Quaker has now unveiled a new product that appears in many ways to be similar to General Mills Cheerios. But the key difference is that instead of the Cheerios round shape, the Quaker Whole Heart product is heart-shaped. A nice link to the heart-related benefit of oat bran. I wonder if this will enable Quaker to make a dent in Cheerios dominant market share?