Oat Cult raises £220K to scale its live-culture overnight oats

What's the deal? Oat CultDealroom has a profile for this one. Try Dealroom →, a UK breakfast startup making prebiotic overnight oats, has closed a £220,000 seed round led by Anotherway VenturesDealroom has a profile for this one. Try Dealroom →.

The cash will fund online growth, scale its subscription business, and expand its presence on AmazonDealroom has a profile for this one. Try Dealroom →.

Why now? The raise follows fast momentum since its 2025 launch. Subscriptions jumped from under 4% of orders in autumn 2025 to around 70% of new customers signing up on their first purchase.

Oat Cult launched on Amazon in March 2025 with three vegan, gluten-free variants: Cinnamon Mix, Cacao Chip, and Strawberry. It was later invited onto the Amazon Accelerator Programme, which helps scale a hand-picked cohort of emerging brands.

Each serving packs over a billion live cultures — the inspiration behind the "Cult" name.

What could go wrong? The brand leans heavily on a single sales channel. Heavy Amazon reliance can squeeze margins and leave startups exposed to platform rule changes.

Logistics matter too. The team redesigned its packaging so boxes fit through letterboxes and survive what co-founder Ben da CostaDealroom has a profile for this one. Try Dealroom → called "a proper beating in transit".

The signal: Anotherway Ventures' bet on an early-stage brand with no added sugar and a billion live cultures per pack reflects investor appetite for functional foods that pair gut-health credentials with a distinctive, subscription-driven brand identity.

Read more: Food Manufacture

Image credit: Generated with Gemini