Oatsu

Idea

Introduction

Overnight oats are in demand – they’re the 4th most Googled recipe globally, with searches up 4600% since 2014.

But they’re time-consuming to prepare, and retailers and consumers are looking for a better convenient solution.

Oatsu makes it easy to enjoy a healthy breakfast on-the-go – we’ve delivered 20,000+ breakfasts to 2,744 customers and businesses UK-wide.

We soak oats in oat milk and add fruit and seeds to create 4 delicious flavours (including a collaboration with ManiLife) – all plant-based, in recyclable packaging.

In the US, MUSH, Brekki and Oats Overnight have already leapt on the opportunity, and are generating tens of millions in revenue.

We aim to replicate their success in the UK and become the first dedicated overnight oat brand on shelves here.

Our first nationwide listing is with Holland & Barrett (645 stores), as part of their strategic roll-out of chilled and fresh foods.

Monetisation strategy

1. Grocery: Our breakfasts are launching into 645 Holland & Barrett stores, and we’re 1 of 8 brands chosen to be part of Co-op’s Apiary scheme for mission-driven food & drink brands. We’re also in discussions with some of the UK’s largest grocers, including Sainsbury’s, Tesco and WHSmith Travel.

2. Foodservice: We already supply coffee shops, gyms and offices, and we’re in talks with leading wholesale distributors to expand our out-of-home distribution.

3. D2C: We’ve already delivered 23,000 breakfasts to over 3,000 customers. We aim to grow this channel and reach more health-conscious, time-poor customers with one-off and subscription orders delivered straight to their homes and offices.

4. Rapid grocery: We quickly became rapid grocer Jiffy’s top-selling breakfast ahead of Kellogg’s and Weetabix – our breakfasts flew with their younger urban demographic. We’re speaking with other leading nationwide quick commerce players who can deliver our breakfasts in 10 minutes or less.