Overnight oats startup Oat Cult makes ‘unmissable’ debut

A ready-to-mix overnight oats brand with added probiotics has made its debut.

Called Oat Cult, the brand has launched with three vegan and gluten-free variants: Cinnamon Mix, Cacao Chip and Strawberry (rsp: £2.20/9x60g).

Shoppers need simply add milk, water or yoghurt to one sachet of oat mix and set the mixture aside for an hour or more before eating.

Oat Cult is the brainchild of creative director Ben da Costa, advertising agency founder Josh Clarricoats, design director Marc Donaldson, DTC expert Norman-Jo Kremer and freelance finance director Richard Dryden.

It responded to consumer trends, with 70,300 searches for ‘overnight oats’ on TikTok each month, according to Oat Cult.

@philippa.vdh How i make my biscoff overnight oats 🫶🏽 #fypシ #foryou #fyp #foryoupage #biscoff #biscoffoats #overnightoats #oats #lowcalorie #lowcalorierecipe #lowcaloriemeals #highprotein #highproteinmeals #highproteinbreakfast #foodie #food #foodtiktok #weightlosscheck ♬ original sound - Pip.fitness_

The products boasted “unmissable, stand-out” packaging, which looked “like nothing else in the cereal aisle or cupboard”, Oat Cult claimed.

“We all love overnight oats – when we remember to make them, that is,” said da Costa.

“Buying all the ingredients, trying to keep it fresh – it’s such a faff. And when you want to eat them, you should have made them 12 hours ago.”

Oat Cult, however, “made the whole thing easy”.

“The sachets are ready to mix, unmissable and have added healthy gut bacteria – a whole billion of them in each sachet,” da Costa added.

It comes after German overnight oats brand 3Bears made its UK debut in January.