Oat Cult raises £220k

British overnight-oats brand Oat Cult closed a £220k round led by Anotherway Ventures, alongside a group of angel investors. It's the company's first outside capital.

The money will fund online growth, scaling both the subscription business and its presence on Amazon, while also helping to support the brand's growth in retail.

Since its launch last year, the brand says first-order subscription take-up has climbed from under 4% of orders last autumn to roughly 70% of new customers. It's also been picked for Amazon's Accelerator Programme, the marketplace's hand-picked cohort for emerging brands.

Each Oat Cult serving carries more than a billion live cultures and no added sugar, and the brand says it's high in fibre — a claim with timing on its side. Only 4% of UK adults hit the recommended 30g of fibre a day, a shortfall the industry increasingly reads as white space for fibre-forward brands.

Alongside Meta, the brand has built an audience through organic social. Its largely self-produced creative, which the brand likens to Liquid Death for its irreverent, community-first approach, recently reached 644,000 people on a single post, and a launch film drew 100,000 views in a day.

“We’ve built a brand people want to belong to," said Ben da Costa, co-founder of Oat Cult. "This round lets us pour fuel on the online engine that's working, while our retail momentum keeps building alongside."

"Ben and the team bring real innovation and functionality to the breakfast category, while building a brand world that is genuinely distinctive and, above all, memorable," added Nick Clarke, Managing Partner at Anotherway Ventures.