Quaker, the world’s no.1 oats brand, has officially launched the Jom Quaker Fit Campaign, the next evolution of its nationwide health movement 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.
Held at Sunway Velocity Mall, the campaign launch brought the message “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 overweight or obese, with over 2 million Malaysians also found to have three non-communicable diseases (NCDS) 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, including hypertension, diabetes and heart disease, many of which are preventable through improved nutrition and long-term lifestyle changes.
“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” said Mr Georgen Thye, Consultant Dietitian.
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 campaign 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,” shared Aditya Ahuja, PepsiCo Cluster General Manager for Malaysia & Philippines.
Oats, Small Grain, Big Science
Supported by over 80 global clinical studies, oats are proven to assist with weight management, thanks to beta-glucan, a natural soluble fibre crucial in increasing satiety and regulating blood sugar. This helps prevent overeating and supports long-term health goals without the need for restrictive diets. By starting the day with oats, Malaysians can easily access this superfood’s benefits for digestion, sustained energy, and heart health, all through one wholesome bowl.
“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,” said Dr Kit Phanvijhitsiri, the R&D Nutrition Principle Scientist at PepsiCo. “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.”
Expert Insights & Live Demo: One Message, Many Plates
The launch’s signature segment combined an expert-led discussion with a live oat-based cooking demonstration, delivering credibility and real-life inspiration in one session. Dr Kit Phanvijhitsiri was joined on stage by Mr Georgen Thye, Consultant Dietitian. Together, they discussed the importance of fibre in the Malaysian diet and emphasised oats as a simple yet powerful breakfast base that can replace refined grains in both sweet and savoury local meals.
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“Healthy eating doesn’t need to be complicated or restrictive. “Incorporating oats into your morning meal is a simple first step toward improving satiety, digestion, and energy levels. Today’s cooking demo proved that oats are far from boring; they are adaptable, affordable, and incredibly satisfying when used creatively. 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,” said Mr Georgen Thye, Consultant Dietitian.
From savoury porridge to fibre-rich snacks, Mr Georgen also prepared dishes live on stage to demonstrate how Malaysians can make healthier choices at breakfast and beyond. This hands-on segment reinforced the campaign’s core message, “Eat better, not less,” a mindset shift from dieting toward nourishment, routine, and enjoyment.
“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, Mr Georgen added.
Join the Jom Quaker Fit Campaign Roadshow and Be Part of the Movement at Sunway Velocity Mall. The Jom Quaker Fit Campaign is now open to all Malaysians and includes:
- FREE Body Composition Check in 70 retail outlets
- Fresh oat-based recipes, influencer content, and expert nutrition tips
The event at Sunway Velocity Mall is open to the public until 17 August, inviting everyone to discover how everyday ingredients like oats can lead to meaningful lifestyle changes. Through interactive displays and practical tips, visitors can learn how simple, affordable swaps can support better energy, fullness, and overall well-being. Drop by, take the first step toward your own 30-day challenge, and be inspired to eat better, not less.
To learn more about the Jom Quaker Fit Program, please visit Quaker on Facebook and Instagram or directly access www.quaker.com.my