The rosy-cheeked, white-haired man smiling out at you from the Quaker Oatmeal box is getting a haircut, losing some weight and dropping about five years from his age.

Known among insiders as "Larry," the venerable Quaker man on the logo is getting a makeover as part of a wider effort by owner PepsiCo Inc. to reinvigorate the brand globally. It hopes to keep the 134-year-old brand "fresh and innovative," says Justin Lambeth, Quaker's chief marketing officer.

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