Following its launch last year, Oat Cult has closed a £220k funding round to support its online growth, scaling its subscription business and presence on Amazon.
The raise follows rapid momentum for the young business, with subscriptions for its live culture overnight oats growing from under 4% of orders last autumn to around 70% of new customers subscribing on their first purchase.
Oat Cult launched on Amazon in the March 2025 with three vegan and gluten-free variants – Cinnamon Mix, Cacao Chip, and Strawberry.
Since then, it has been invited onto the Amazon Accelerator Programme, an initiative that helps scale up a hand-picked cohort of emerging brands.
As part of this journey, the business has been tweaking its approach to ensure quality and customer satisfaction, including the redesign of its packaging. This now means, its boxes can fit entirely through letterboxes and, as co-founder Ben da Costa said, can survive “a proper beating in transit”.
At the heart Oat Cult is its gut-health credentials, with each serving containing over a billion live cultures – the inspiration behind the ‘Cult’ name.
“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 da Costa.
“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,” added Nick Clarke, managing partner at Anotherway Ventures, which led the funding round.
Alongside growing its presence online, Oat Cult also confirms the money will go towards the development of new flavours and brand activity.
The business was co-founded by da Costa, Marc Donaldson, Josh Clarricoats, Norman-Jo Kremer, and Richard Dryden.
