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Oats Overnight, a brand specialising in high-protein, spoon-free oatmeal, has raised $35 million in a Series B funding round, led by Enlightened Hospitality Investments (EHI).

The investment aims to bolster the company’s expansion in the retail sector, enhance its manufacturing capabilities and drive product innovation.

Founded in 2016, Oats Overnight has carved a niche in the ready-to-eat breakfast market, leveraging a unique model that incorporates direct consumer feedback into product development.

The company engages over 250,000 active subscribers in its R&D process, allowing them to influence which new flavours and products make it to market. This approach not only aligns product offerings with consumer preferences but also accelerates the company’s innovation pipeline.

Brian Tate, founder and CEO of Oats Overnight, said: “We are thrilled to have EHI as a partner on this next chapter of growth. This capital will help us continue our expansion in the retail channel, further develop our manufacturing and distribution footprint, and drive new innovation in collaboration with our community of subscribers.”

The investment comes at a time when consumer demand for protein-rich, convenient food options is on the rise. According to industry analysts, the ready-to-eat breakfast category is experiencing significant growth, driven by changing consumer lifestyles that favour quick, nutritious meal solutions.

Oats Overnight has also made substantial investments in its manufacturing infrastructure to support its growth. The company opened a 62,000-square-foot facility in Ohio in 2023 and recently launched an 86,000-square-foot facility in Arizona.

These expansions are crucial for maintaining control over the supply chain, which Oats Overnight views as integral to its operational strategy.

“Controlling the process from procurement to fulfilment has been a key tenet of our business since inception,” said Vincent Comerford, chief operating officer. “Complete ownership of our supply chain increases resilience while owning manufacturing allows us to produce high-quality products in an iterative way.”

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