For nearly a century and a half, Quaker Oats has been a breakfast staple. I remember being excited to eat oatmeal because we would eventually work our way down to the prize inside the cylindrical cardboard container, which was usually a plastic cup or tumbler. It was a clever bit of advertising. In the 1960s, the Quaker Oats Company was looking to expand into the candy market. Quaker habitually spent millions of dollars advertising its products in newspapers, magazines, and television commercials, but the advertising team knew they had to come up with a unique way to showcase their new product line in addition to their normal advertising campaigns. It had to be big, but what? Numerous ideas were discussed and discarded. They eventually settled on an idea they kept coming back to. They decided to fund the production of a film in which their candy would be the focus. The name of the candy line would even be in the title of the film.
But there was one huge problem. The ad men had set into motion an advertising campaign before they had a product. As newspapers announced the upcoming film and candy line, the research and development team struggled to create a candy that they thought had the perfect combination of texture and taste to beat its rivals. Once they settled on the recipe, the company had to build the machinery to produce the candy in large quantities. It was a race to the finish. Quaker wanted its candy to be on grocery store shelves when the film came out to maximize sales, but it was not to be. When the film debuted on June 30, 1971, Quaker had only a fraction of the candy it had hoped to produce, and what little was available went to specialty shops rather than grocery stores.
Quaker spent an estimated $3 million on the film, and it was a moderate box office success. Quaker expected the film to eventually fade into oblivion, but it is now revered as a classic. It has spawned two feature films, an animated version, stage musicals, theatrical adaptations, and theme park rides. It has become a profitable franchise. However, the candy the film was made to showcase fared far worse. Quaker Oats president Robert D. Stuart, Jr. announced that the “costs of introducing the [candy] line have had an adverse effect on Quaker’s profits.” The candy sold well, but not well enough. In December 1972, Quaker sold the candy line it had spent millions of dollars to create. A series of companies bought and sold the candy line because, like Quaker, they were unable to make it profitable, or at least profitable enough. Last month, the candy line’s current owner, Ferrero, announced that it was reviving the recently acquired candy line in a limited edition. Ferrero announced, “we’re inviting the young at heart to experience the imagination and unexpected delights that have made the brand so beloved, reimagined through a collection of delicious new treats. And who knows? You might be the next Golden Ticket winner.” The film the Quaker Oats Company funded to advertise its failed candy line, the Willy Wonka candy line, was called Willy Wonka & the Chocolate Factory.
Sources:
1. The Los Angeles Times, April 18, 1971, p.610.
2. The Cleveland Press, July 21, 1971, p.61.
3. The Journal Times (Racine, Wisconsin), December 29, 1972, p.20.
4. “Willy Wonka & the Chocolate Factory,” IMDb.com, https://www.imdb.com/title/
5. “The Wait is Over: A New Chapter of the Wonderful World of Wonka Arrives,” September 22, 2026, Ferrero, https://www.ferrero.com/us/en/
© 2026 Brad Dison. All rights reserved. Remember This? is distributed for licensed publication only.