Probiotic breakfast brand Oat Cult has raised £220k to scale its online business.
Launched on Amazon last year, the brand has since taken part in the online retailer’s accelerator programme and will make use of the new funds to expand its subscription model and boost its presence on Amazon.
Around 70% of new customers subscribe to regular deliveries on their first purchase.
“We’ve made overnight oats people actually crave, with over a billion live cultures in every pack, and built a brand people want to belong to. This round lets us pour fuel on the online engine that’s working, while our retail momentum keeps building alongside,” said Ben da Costa, co-founder of Oat Cult.
The funding round was led by Anotherway Ventures, and was Oat Cult’s first injection of outside capital.
Oat Cult was conceived last year in response to intense social media interest in overnight oats. It launched in March 2025 with three vegan, gluten-free variants: Cinnamon Mix, Cacao Chip and Strawberry (rsp: £2.20/9x60g). Each sachet has over a billion live cultures of gut-friendly microbes.
The company has compared itself to fellow start-up Liquid Death for its irreverent, community-first approach to social media marketing.
Anotherway Ventures managing partner Nick Clarke said: “We’re excited to be backing Oat Cult as 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.”
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