Wildfarmed and Tribe team up for ‘UK-first’ regeneratively farmed oat bar

Wildfarmed has partnered with natural energy bar challenger Tribe to create what it claims is the UK’s first flapjack bar made with regeneratively farmed oats.

Debuting initially in Apple & Raspberry and via DTC (rsp: £1.50/50g), the bar is made with Wildfarmed regenerative oats. It is free from artificial ingredients and pesticides, as well as being HFSS compliant.

It was “a great-tasting, nature-friendly option for everyday fuel”, said Wildfarmed.

“This isn’t just another oat bar. It’s a big step toward making regenerative food accessible for everyone,” said Wildfarmed co-founder Edd Lees. “Real change requires real scale, which is why our goal has always been to get regenerative food onto as many tables as possible – whether in sandwiches, pizzas or snacks.”

Read more: Wildfarmed: how an unlikely trio are bringing regenerative agriculture to the masses

Tribe co-founder Tom Stancliffe added: “We have been inspired by the Wildfarmed mission to make regenerative food accessible and are proud to be collaborating on a UK-first oat bar with regenerative farmed oats.

“This is a game-changing product that tastes great and pushes the boundaries of the cereal bar category.”

The NPD is the latest move by Wildfarmed to expand the availability of regenerative produce in the UK.

Last April, the brand debuted the UK’s first regenerative bread and flour range in Waitrose.

It also works with more than 1,000 restaurants, retailers, bakeries and schools, including Waitrose, M&S, Ask Italian and Franco Manca.