Oat Avenue

Oat Avenue is a UK-based food brand specializing in granola butter, a spreadable granola product that the company claims to be the first of its kind in the UK market. Founded during the 2020 lockdown by Iva and Thiviyan, the brand was born out of a passion for oats and a desire to create an innovative, allergen-friendly alternative to traditional nut butters. After extensive recipe development — roasting granola and blending it to achieve a creamy, spreadable consistency — the founders brought their product to market, targeting consumers who seek inclusive, plant-based snacking options.

The core product line consists of granola butters available in multiple flavors, including an Original variety and a Matcha variety, with additional blends rounding out the full lineup of five flavors. The products are positioned for versatile everyday use: as a spread on toast, rice cakes, or pancakes; drizzled over porridge, yogurt, or fresh fruit; or eaten straight from the jar. The brand emphasizes broad dietary inclusivity, with all products being free from the top 14 allergens, including gluten, nuts, sesame, and peanuts, making them suitable for a wide range of consumers including those with common food allergies.

All Oat Avenue products are fully vegan and high in fiber, appealing to health-conscious shoppers and plant-based eaters alike. The brand has received award recognition for taste and has been featured in notable media outlets. Distribution has expanded significantly, with the brand securing shelf space in over 600 Holland & Barrett stores across the UK, marking a major retail milestone. The company also sells directly to consumers online, offering bundles and individual products with free UK delivery on qualifying orders.

Oat Avenue targets the growing better-for-you snacking segment within the UK CPG market, carving out a differentiated niche between traditional nut butters and granola cereals. Its products appeal to families, allergy-conscious consumers, and food enthusiasts looking for novel, wholesome breakfast and snack options.