Quisp
Quisp is a saucer-shaped, crunchy breakfast cereal made primarily from corn flour, sugar, and whole grain oat flour, produced by the Quaker Oats Company and known for its sweet, crispy flavor.[1][2] Introduced in 1965, Quisp was developed as part of an innovative marketing campaign by Quaker Oats, featuring an animated alien mascot of the same name from the fictional Planet Q, designed and produced by Jay Ward Productions—the team behind The Rocky and Bullwinkle Show.[3] The mascot, voiced by Daws Butler, was depicted as a cheerful, propeller-topped extraterrestrial who traveled in a cereal bowl-shaped spaceship, promoting the cereal's "out-of-this-world" taste and energy-boosting qualities.[4] Quisp launched alongside a companion cereal, Quake, which shared a similar corn-and-oat base but featured a rugged miner mascot representing "inner space" power, also created by Jay Ward and voiced by William Conrad.[4] The two brands were pitted in a series of humorous animated television commercials styled as a rivalry or "battle," with cliffhanger episodes airing on Saturday morning programming to engage children; viewers were encouraged to vote for their favorite via mail-in ballots or box-top submissions.[4] In 1972, following a promotional vote, Quisp was declared the winner, leading to Quake's discontinuation while Quisp continued as a mass-market product.[4] Originally available nationwide through the late 1970s, Quisp saw periodic revivals in limited markets and online sales, including a notable return to select supermarkets in 2012, though production was discontinued in 2024.[5] The cereal's cultural impact endures through its nostalgic association with 1960s and 1970s advertising, colorful packaging with games and puzzles, and its role in pioneering character-driven cereal branding.[3]History
Launch and Early Years
Quisp was introduced by the Quaker Oats Company in 1965 as a sugar-sweetened breakfast cereal, capitalizing on the era's space race enthusiasm to appeal to children.[6] The cereal consisted of sweetened corn pieces shaped like flying saucers, marketed as providing "quazy energy" in a fun, otherworldly adventure.[6] This positioning distinguished it from more traditional cereals by emphasizing whimsy and indulgence through its space-themed branding.[7] The development involved a collaboration with animator Jay Ward, whose studio—known for Rocky and Bullwinkle—created promotional cartoons featuring Quisp, a pink, propeller-hatted alien mascot from Planet Q.[6] Ward and his partner Bill Scott built on their prior success with Quaker Oats on Cap'n Crunch, producing animated ads that highlighted the cereal's interstellar origins and playful narrative.[3] These efforts integrated the mascot directly into the product's identity, using cartoon panels on boxes and television spots to engage young audiences from the outset.[6] Upon launch, Quisp achieved nationwide availability across the United States, quickly gaining traction in the competitive breakfast market.[8] By the late 1960s and early 1970s, it had secured a 1.6 percent share of the overall cereal market, reflecting strong initial popularity among consumers and establishing it as a cultural touchstone for the decade's youth.[6] This early success was bolstered by the innovative marketing tie-ins, though it later faced adjustments due to similarities with other Quaker products.[7]Rivalry with Quake and Contests
Upon its launch in 1965, Quaker Oats introduced Quake as a companion cereal to Quisp, positioning it as a contrasting "miner"-themed product with the same base ingredients of corn meal and syrup but featuring Q-shaped pieces designed for a tougher, crunchier texture compared to Quisp's lighter, saucer-shaped form.[9][10] Advertisements crafted a fictional rivalry between the two mascots—Quisp as a playful alien and Quake as a burly miner—depicting them competing in humorous scenarios to appeal to children, much like the saucer-shaped Quisp's airy crunch echoed elements of Cap'n Crunch.[9][10] To engage consumers directly, Quaker Oats ran promotional contests where children voted for their preferred cereal via mail-in ballots or box tops sent to the company, turning the rivalry into an interactive marketing strategy.[10] In the 1972 contest, Quisp emerged victorious by a landslide, leading to Quake's temporary discontinuation by the end of 1973 while boosting overall brand engagement.[9][10] Quake was revived in 1974 as a sidekick character in the new Quangaroos cereal, an orange-flavored kangaroo-themed variant still based on the original formula, prompting another contest in 1976 where consumers again chose between Quisp and Quangaroos.[10] Quisp won once more, resulting in Quangaroos' discontinuation and further solidifying its dominance, though the campaigns collectively increased visibility and sales for Quaker Oats' cereal lineup despite the "loser" products' changes.[10]Discontinuations and Revivals
Quisp cereal was discontinued by the Quaker Oats Company around 1979-1980 primarily due to declining sales amid a broader shift in consumer preferences during the late 1970s toward healthier breakfast options less reliant on high sugar content.[8][11] The product saw a brief reintroduction in 1985 as a limited-run offering, marking its first comeback after the initial discontinuation but without achieving widespread availability.[8][12] Revivals continued in the 1990s through specialty markets, where the cereal was distributed in select outlets rather than as a mainstream grocery item.[8][12] In 2001, Quaker Oats relaunched Quisp as the "first Internet cereal," selling it directly to consumers via an online platform maintained by the company, which allowed for targeted distribution to nostalgic buyers.[12][6] Quisp returned to mass-market supermarkets in late 2012, expanding its presence beyond online and specialty channels.[12] Following the 2012 relaunch, Quisp remained available sporadically through online sales from Quaker Oats and occasional stocking at discount retailers such as Dollar General until its final discontinuation in 2024, attributed to limited retail shelf space; Quaker Oats has stated they may consider future revivals based on consumer feedback.[13]Product Characteristics
Prior to its discontinuation in 2025, Quisp cereal had the following characteristics.Physical Description
Quisp cereal features small, saucer-shaped pieces designed to resemble miniature flying saucers, formed from crunchy corn nuggets baked with a syrup coating.[8][2] These pieces deliver a light, airy texture that provides a satisfying crunch and remains crispy when soaked in milk, distinguishing it from softer cereals of the era.[8][14] The flavor is sweet and corn-forward, similar to Cap'n Crunch, with hints of brown sugar and vanilla.[8][12] The packaging employs vibrant, space-themed artwork centered on the mascot Quisp, a pink alien character in a green spacesuit with a propeller beanie, set against bold cosmic backgrounds in shades of yellow and orange to evoke an otherworldly adventure.[8][15] Standard boxes measure approximately 8.5 ounces for family servings, with the core visual design and saucer motif remaining largely consistent since the product's 1965 launch, though limited revivals have introduced subtle flavor adjustments without altering the fundamental shape.[8][2] In contrast to its companion product Quake, which featured denser, nugget-like pieces for a tougher bite, Quisp maintains its signature lightweight, saucer form throughout its history.[12]Ingredients and Nutritional Information
Quisp cereal is primarily composed of corn flour, sugar, whole grain oat flour, brown sugar, coconut oil, and salt, which form the base of its crunchy texture and sweet flavor profile.[1] The product includes various additives for fortification and preservation, such as reduced iron; vitamins including niacinamide, thiamin mononitrate, riboflavin, and folic acid; natural and artificial flavor; yellow 6; tocopherols (to preserve freshness); and BHT (to preserve freshness).[1] A typical serving of 1 1/4 cups (43 g) contains 170 calories, 2.5 g of total fat (including 2 g saturated fat), 310 mg of sodium, 37 g of total carbohydrates (with 1 g dietary fiber and 19 g total sugars, including 18 g added sugars), and 3 g of protein.[16] This profile delivers quick energy from its high sugar content but offers limited fiber and micronutrients beyond fortification, drawing criticism for contributing minimally to balanced nutrition in modern health guidelines that emphasize whole grains and reduced added sugars.[17]| Nutrient | Amount per Serving (1 1/4 cups, 43 g) | % Daily Value |
|---|---|---|
| Calories | 170 | - |
| Total Fat | 2.5 g | 3% |
| Saturated Fat | 2 g | 10% |
| Sodium | 310 mg | 13% |
| Total Carbohydrate | 37 g | 13% |
| Dietary Fiber | 1 g | 4% |
| Total Sugars | 19 g | - |
| Added Sugars | 18 g | 36% |
| Protein | 3 g | 6% |
| Iron | 4.5 mg | 25% |
| Niacin | 4 mg | 25% |
| Thiamin | 0.3 mg | 25% |
| Riboflavin | 0.35 mg | 25% |
| Folic Acid | 100 mcg DFE | 25% |