Minneapolis, MN, September 1, 2010 – Just in time for the heated midterm election season, a new candidate hits the campaign trail. Better Oats™, an innovative new brand of instant oatmeal, will take on its 133-year-old incumbent rival in a tasting tour that will travel to five cities in eight days, pulling in to key “Quaker” locales. The Grains of Change campaign – which launches on Monday, September 13th –lets consumers decide which is better by tasting the two competing candidates and “voating” for their favorite.

“It’s simple: We believe our product is better than Quaker’s,” said Chris Neugent, CEO of Malt-O-Meal, the company that makes Better Oats. “It’s not just our better taste, but also our quality ingredients and superior packaging. We look forward to letting people taste and decide for themselves.”

After launching in Quakertown, PA, the campaign will then travel to the University of Pennsylvania in Philadelphia (home of the Penn Quakers); Quaker Square in Akron, Ohio (the original home of Quaker Oats); Chicago (the current home of Quaker); and finally, home to Minneapolis, Better Oats’ campaign headquarters. Over the course of the tour, Better Oats will donate ONE MILLION bowls of oatmeal to food banks in the cities the campaign visits, helping to make breakfast better for everyone. And for every person that "voats" onsite at each campaign rally, Better Oats will donate an additional 100 bowls of oatmeal to the local food banks.

At each event, consumers will also hear from the Better Oats’ “Oatmeal Czar,” who will present his candidates platform: better-tasting oatmeal, 100% whole grains, added flaxseed, and quality ingredients like real berries, premium chocolate, and unique spices.

Starting Tuesday, September 7th, consumers nationwide will be able to view the Grains of Change tour itinerary on the Better Oats Facebook page, where tour videos, pictures, tweets, and voating results will be posted.

GRAINS OF CHANGE TOUR DATES

Monday, September 13th – 7:30AM - 11:00AM Quakertown, PA – Historic Train Station – 15 Front Street

Tuesday, September 14th – 7:30AM – 1:00PM Philadelphia, PA – Univ. of Pennsylvania Bookstore – 3601 Walnut St (University Square)

Thursday, September 16th – 7:30AM – 11:00AM Akron, OH – Quaker Square Inn – 135 South Broadway Street

Friday, September 17th – 7:30AM – 1:00PM Chicago, IL – Thompson Center Plaza - 100 W. Randolph Street (in the Loop)

Monday, September 20th – 7:30AM – 1:00PM Minneapolis, MN – Peavey Plaza - 1111 Nicollet Mall

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Founded in 1919, the Malt-O-Meal Company is the largest family-owned cereal company in the country. Malt-O-Meal’s mission is to save consumers money by being the leading producer of high quality, affordably priced breakfast cereals. Headquartered in Minneapolis, MN, the company manufactures farina-based hot cereals, a full line of oatmeal products, traditional all-family and kids’ ready-to-eat cereals, and all-natural ready-to-eat cereals. The company operates production facilities in Minnesota, Utah, Iowa, and North Carolina, and distribution centers in Minnesota, Missouri, Utah, Tennessee and Pennsylvania. For more information, visit www.malt-o-meal.com.

Quaker is the registered trademark of The Quaker Oats Company, which is not affiliated with this promotion in any way.

CONTACT:   

Mike Surabian, msurabian@hunterpr.com

Daniel Mazier, dmazier@hunterpr.com or call (212) 679-6600