Oat Cult launches Tiramisu overnight oats

Oat Cult, the probiotic breakfast brand, launched Tiramisu, its latest limited-edition overnight oats, pairing real decaf coffee with cocoa and creamy oats. It is available from 5 October exclusively to members at oatcult.com, with general retail and Amazon to follow later in the year, priced at £2.20 RRP or £1.60 a pack for subscribers.

The launch leans into the dessert's moment, with Tastewise data showing tiramisu on nearly 15% more UK menus year on year, and took 30 recipe iterations to land. "We used real decaf coffee rather than a coffee flavouring, which stops it tasting like a syrup," said founder Ben da Costa. "Still a proper breakfast, still a billion live cultures in every pack, but it tastes like you've got away with something."

It is backed by a brand film from agency Thingy & Thingy, a period-horror tale of a hole in the ground that trades sacrifices for oats. "When I read the script, I knew my baby was in safe hands," said da Costa. "Then they pushed it into a hole. I've still not had it back."

The launch follows Oat Cult's first outside investment, a £220,000 round led by Anotherway Ventures.