Oats brand Quaker has launched the Jom Quaker Fit Campaign 2025 held at Sunway Velocity Mall, Kuala Lumpur recently.
The campaign is aimed at supporting Malaysians in building smarter eating habits that can lead to better weight management and improved wellbeing.
Anchored in the belief that a nutritious breakfast sets the tone for the day, the campaign positions oats as a powerful, science-backed solution to address early signs of weight gain, support heart health and improve digestive function.
The wellness campaign brought the theme of “Eat Better, Not Less” to life through expert-led discussions, a live cooking demo and interactive health zones, demonstrating how small daily changes like incorporating oats into everyday meals can support long-term health.
A recent study shows that 54.4% of Malaysians are either overweight or obese, with over two million Malaysians also found to have three non-communicable diseases such as obesity, high blood pressure and high cholesterol, which are major risks of heart disease and stroke.
This alarming figure reflects a growing public health crisis, driven by poor dietary and lifestyle habits such as low fibre intake, high consumption of refined carbohydrates and excessive sodium in daily meals.
These patterns have been directly linked to the rise in non-communicable diseases such as hypertension, diabetes and heart disease, many of which are preventable through improved nutrition and long-term lifestyle changes.
In response and building on the momentum from the inaugural challenge in 2024,the Jom Quaker Fit campaign encourages Malaysians to start their day with oats and make them part of their everyday breakfast routine. The initiative highlights the difference that better fibre, slower-release energy and improved fullness can bring – in as early as 30 days.
As part of the broader campaign, Quaker is also running an in-store 30-Day Challenge activation across 70 retail outlets, with plans to expand outreach through upcoming university-based collaborations with health institutions later this year.
“At Quaker, we believe in meeting Malaysians where they are, with simple, achievable tools that make a real impact but do not disrupt their daily routines.
“The Jom Quaker Fit campaign is about smart sustainable swaps, not sacrifices and helping Malaysians build better food habits with real, science-backed solutions – starting with one of the most powerful grains in the world: Supergrain Oats.
“We are proud to lead a movement that’s practical, inclusive and rooted in science to support Malaysians on their health journey,” said Aditya Ahuja, PepsiCo Cluster general manager for Malaysia & Philippines.
Dr Kit Phanvijhitsiri, the R&D nutrition principle scientist at PepsiCo said, “The Jom Quaker Fit campaign is grounded in science and built for real life. It is designed to help Malaysians take charge of their health through small, consistent steps – beginning with breakfast.
“With its beta-glucan content, research shows that oats support satiety and help regulate blood sugar, two important factors in weight management. Whether enjoyed at breakfast or in savoury dishes, oats offer a practical and enjoyable way to increase fibre intake and support a more balanced diet.”
Consultant dietitian Georgen Thye said, “Eating healthy isn’t just about weight; it’s about building habits that support a better life including movement, mental wellbeing, and energy levels. It’s time we look beyond calories and focus on nourishment, balance and behaviour and oats are a smart place to start.
“Incorporating oats into your morning meal is a simple first step toward improving satiety, digestion and energy levels. This campaign shows Malaysians that healthy food can be simple, satisfying and full of flavour – it’s not about restriction, but about making better choices every day.”
“As a dietitian, I always get asked how to make healthy food taste good. We want to show Malaysians that nutritious food can also be hearty, local, and full of flavour. Oats are a great base to work with, especially for those trying to eat better without giving up the food they enjoy,” Georgen added.
The Jom Quaker Fit campaign is open to all Malaysians and includes free body composition check in 70 retail outlets and fresh oat-based recipes, influencer content and expert nutrition tips
For more information, visit Quaker at www.quaker.com.my or its official social media channels on Facebook and Instagram.
