The Quaker Oats cereal brand will be introduced into apparel, collectibles and a host of consumables.

NORTH AMERICA–PepsiCo’s Quaker Oats Company has appointed Brand Central to extend the Cap’n Crunch cereal brand into select merchandise and food categories.

Through the partnership, the brand consultancy agency will look to bring Cap’n Crunch into such categories as apparel, accessories, collectibles and a variety of consumables.

“Brand Central has strong experience extending food and beverage brands into new product categories,” says Amanda Piper, marketing director, Pepsico. “With their knowledge of pop culture trends, we are confident they will help us enhance the lifestyle aspects of the Cap’n Crunch brand with our target consumer.

The appointment also comes after a successful collaboration between Cap’n Crunch and streetwear brand Kith last year, which included a raft of lifestyle products and pop-up shops.

“We are thrilled to extend our relationship with PepsiCo and represent such a well-known, relevant and iconic cereal brand loved by millions of consumers,” says Ross Misher, chief executive officer, Brand Central. “Cereal brands are very on-trend right now at retail and we look forward to partnering with companies for delicious food extensions and fashion forward products and collaborations.”