The Good Grain has secured a first national grocery listing in Ocado for its overnight oat products.
The online retailer will stock the supplier’s three ready-to-eat flavours: Brownie Batter, Banana Nut, and Salted Date Peanut (rsp: £3.99/175g).
They are made with British-grown regenerative oats, are HFSS-compliant, vegan and gluten-free, and contain no refined sugar and no artificial flavours.
Founder Jubilee Fox said the idea behind The Good Grain was to combine nutrient density, natural ingredients, taste and convenience into a single breakfast.
“For years, breakfast has been marketed around one big health message at a time,” she said. “Protein dominated that conversation and now fibre is everywhere we look. Add GLP-1 into that and people who may skip breakfast are often going to be even more selective about what makes the cut.”
Fox argued this meant breakfast products therefore needed to “justify the entire meal occasion” and give consumers “a lot back”.
“What I find really interesting is that all of this has reinforced the way we built The Good Grain. We’ve built ahead of that change and never made one health claim the whole story,” she added.
Fox founded The Good Grain in 2022 as a fully bootstrapped business with no external funding.
Its products are also sold in retailers such as Whole Foods Market, Planet Organic and Selfridges, with annual sales on course to hit £3m by the end of the year, according to the brand.
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