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BRAND SPOTLIGHT

OAT HAUS

In this brand spotlight we take a deep dive into Oat Haus

Category: Jams & Spreads | Nut-Free Butter

0064 - Oat Haus

📖 BRAND OVERVIEW

OAT HAUS are offering a nut spread alternative which is accessible for everyone. It was created to meet the gap in the market for a delicious, healthy, but nut-free spread. 

  • Free-From – vegan, nut-free, dairy free, and free of the top 14 allergens. It’s a product designed for anyone to enjoy.

     

  • Plenty of fun flavours – including birthday cake, cookie dough, strawberry shortcake and brownie batter – all the classics.

     

  • Multiple uses – marketed as something which can be eaten in any way. To quote them, you can ‘drizzle it, slather it, dunk it, dive it’.

     

  • High quality – Oat Haus makes use of high-quality ingredients to make a premium spread.

     

  • Healthy & Nutritious – as decadent as they seem, Oat Haus’ granola butters are a highly nutritious and low calorie food.

🔍  LET’S GIVE SOME CONTEXT

  • Founded byAli Bonar, an expert in food with a degree in nutrition from UC Berkeley. The idea came from her own intolerance for nuts. 

 

  • The first oat-based spread – Oat Haus rapidly took over the US market as a first-of-kind product. They’ve since expanded into Europe, where growth has been slower due to higher competition. 

 

  • Established themselves as a brand – rather than just a product, with a devoted following and catchy tag lines like ‘Big Oat Energy’. Their marketing focuses on being relatable to a younger demographic.

🏢  BEHIND THE SCENES

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Category: Jams-Spreads (nut free)
  • Products: Granola-based butters
  • Product range: Cookie Dough, Original, Vanilla, Strawberry Shortcake, Birthday Cake, Cinnamon Roll, Pumpkin Spice
  • Innovation: The world’s first oat-based spread, Oathaus offers a spreadable alternative for people with nut allergies
  • Target Audience: Consumers with intolerances to traditional spread-based ingredients  (primarily nuts), and younger consumers in general
  • Brand positioning: Female owned, gut-healthy, premium range of spreads

🧡 THIS GETS US EXCITED

  • Oat Haus does brilliantly with its branding – more than just the spreads, committed customers flock to their merch releases to buy clothing.

 

  • The world’s first oat-based spread – Oat Haus offers an alternative to people allergic to nuts. Given the huge size of the nut spread market globally, there’s an opportunity to capture the 1.2% of people with nut allergies who are missing out. 

 

  • It caters to just about everyone – The spreads are vegan, kosher, nut-, soy-, and dairy-free, plus non-GMO. They’re also free of the top 14 allergens (gluten, crustaceans, eggs, fish, peanuts, soy, milk, tree nuts, celery, mustard, sesame, sulfur dioxide, lupin, and shellfish).

 

  • It’s good for you – It seems like a bit of a treat, but granola butter captures all the nutrition of whole grain oats and olive oil.

 

  • They nail it on social media – Oat Haus has a following of more than 100k on Instagram through their quirky content. 

  • Oat Haus has a clear missioncreated based on a personal experience of nut intolerance.

🤔 POTENTIAL BRAND CHALLENGES

  • Consumer Education – There is a consumer awareness aspect when being the first to market in a new sub-category. It can be both a blessing but, also comes with some drawbacks.

 

  • Explosive Growth: Oat Haus’ spreads made a dramatic entrance into the market, fuelled by a social media frenzy. Sustaining this momentum could be capital intensive.

🏁 SOME OF THEIR COMPETITION

The brands below are not necessarily direct competition due to Oat Haus being a ‘nut-free’ spread – but they could be going after the same Share of Wallet as Oat Haus!

 

🛒 WHERE TO FIND THEM

  • Direct to Consumer online – available online in other regions, but is currently only in-store in the United States.
     
  • Retail – stocked in Whole Foods, Target, Harris Teeter, Sprouts, and GIANT stores. There’s a handy store locator on their website.

⏭  WHAT’S NEXT?

  • Flavour innovation – there’s endless flavours of granola down the cereal aisle. It means there’s lots of scope for Oat Haus to add more flavours to their spreads range.
     
  • Range expansion  – the global market for allergy and intolerance products is set to reach $48bn by 2030. There’s plenty of potential to expand into more allergy-free foods and drinks now they have a dedicated fanbase.

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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