Overnight oats has long been touted as a convenient breakfast for busy people. Many brands have capitalised on this by offering an even more convenient solution in the form of RTE pots, and a UK brand has now launched the market’s first overnight oats sold in sachets to be mixed with milk or yoghurt.

After realising that “right now, the choice is either sugar-laden, ultra-processed bowls of nonsense or brands so dry, predictable, and samey they fade into the shelf” (quote from an Oat Cult LinkedIn post) the four friends behind Oat Cult decided to launch something different.

The branding is certainly unique, which isn’t surprising considering that the founders all come from a background in design, and Oat Cult strongly connects to the Digestive Wellness and Real Food trends with messages like “ingredients that actually do something”, “no fillers, no fakery” and “no fake gut health claims”. Marketing imagery brings to mind associations to religious or spiritual cults but, according to the founders, the “cult” part of the brand name stands for “cultures” and is a nod to the probiotic nature of the products.

One 60g sachet of Oat Cult delivers 233 kcal, 7.3g fat, 30g carbs, 8.2g fibre and 8g protein, along with 1bn “gut-worshipping bacteria” in the form of Bacillus Subtilis. The product is free from added sugar and sweeteners, summarised by the brand as “no bs inside!”.

Oat Cult has only been on the market for two months but has already built an Instagram following of 12,000. The product is currently available DTC only, retailing at a price of £2 (€2.6/€2.4) per sachet, and the brand expects to offer its “overnight oats without the sacrifice” in retailers soon.