Oats Overnight
Oats Overnight is a digitally native CPG brand that manufactures and sells high-protein, drinkable overnight oatmeal shakes via DTC subscriptions and major U.S. retail chains, serving health-conscious consumers seeking convenient, protein-rich breakfast nutrition.
- Company typePrivate
- Founded2016
- HeadquartersTempe, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Oats Overnight does
Oats Overnight is a digitally native CPG food brand that manufactures and sells high-protein, drinkable overnight oatmeal shakes. Founded in 2016 and headquartered in Phoenix, Arizona, the company sells customizable boxes of 16, 24, or 32 pre-portioned oat shakes in over 40 flavors through both direct-to-consumer subscriptions and major retail channels including Walmart, Target, Costco, Whole Foods, Sprouts, Kroger, and Wegmans. The core product uses a proprietary overnight-soaking methodology: consumers mix a pouch with milk, refrigerate overnight, and consume the next morning as a spoon-free, portable breakfast delivering approximately 20g of protein per serving. The portfolio also includes the Iced Protein Coffee line (100% Arabica Colombian coffee, 10g protein), Protein Pack add-on boosters, and a Flavor in Development Program in which subscribers receive monthly trial packs and vote on new product launches. The company is employee-owned with stock options for all staff, certified gluten-free (GFCO) and Kosher (KOF-K), and operates production facilities in Arizona and Ohio with 300+ employees.
The business operates a hybrid go-to-market combining subscription-driven DTC e-commerce (300,000+ active subscribers, 2.9M+ total customers) with broad physical retail penetration across 20+ national and regional grocery chains. Pricing tiers include a $49/month subscription box (25% first-order discount off the $66 regular price) in three size options, supplemented by one-time purchases and protein pack add-ons. Revenue streams span recurring subscriptions, one-time purchases, and wholesale/retail grocery sales, with retail media optimization via Good Peeps agency driving performance on Instacart, Walmart, and Target digital storefronts. The company has raised approximately $102M in disclosed institutional capital across four rounds from 2021 through 2026, with the largest being a $45 million investment from Astō Consumer Partners in January 2026, alongside prior participation from Boulder Food Group, Enlightened Hospitality Investments, Impatient Ventures, and other CPG-focused investors. Proceeds have funded Phoenix manufacturing capacity expansion, sales team growth, and accelerated retail expansion.
The technology stack is conventional e-commerce infrastructure: a Shopify-hosted storefront, Braintree and Shopify Payments for processing, social login via Google/Facebook/LinkedIn, and hCaptcha for bot protection. The company's core technical differentiation lies in its proprietary overnight-soak formulation and custom whey/pea protein blend rather than in software or AI capabilities. Distribution is concentrated in the United States with limited DTC shipping to Canada (10-20 business days, paid shipping); the company has not yet expanded into other international markets.
Oats Overnight firmographics
Firmographics- Name
- Oats Overnight
- Legal name
- Oats Overnight, Inc.
- Website
- https://oatsovernight.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Oats Overnight is a digitally native CPG brand that manufactures and sells high-protein, drinkable overnight oatmeal shakes via DTC subscriptions and major U.S. retail chains, serving health-conscious consumers seeking convenient, protein-rich breakfast nutrition.
- Ownership category
- akta.pro rank
Oats Overnight industry classification
Industry- Product category
- Breakfast Nutrition (High-Protein Oatmeal)
- NAICS
- Dairy Product Manufacturing (3115)
- SIC
- Dairy Products (2020), Food And Kindred Products (2000)
- akta.pro primary industry
- Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes) (AFAFAEAD)
Keywords
Where Oats Overnight is headquartered
LocationHeadquarters
- HQ city
- Tempe
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Oats Overnight business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Subscriptions: Subscription model where customers purchase monthly boxes of overnight oat pouches. Subscribers save 25% on first orders, receive free flavor development packs, access subscriber-only flavors, and can easily customize or cancel. Core revenue driver with 300,000+ subscribers.
- One-Time Purchases: Single box purchases available for non-subscribers. $66 for 16 meals one-time purchase with free shipping in USA.
- Retail/Grocery Sales: Products sold through major retail chains nationwide including Walmart, Target, Whole Foods, Sprouts, Costco, and regional grocers. Includes both pouch format for home preparation and ready-to-drink bottled shakes sold in stores.
- Iced Protein Coffee: Separate product line using 100% Arabica coffee from Colombia. Available as add-on to oat subscriptions or standalone orders. 10g protein per serving with approximately 100mg caffeine.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 16-meal subscription box at $49/month (save 25%) |
| Subscription | Monthly | 24-meal subscription box |
| Subscription | Monthly | 32-meal subscription box |
| One time/ perpetual license | Pay-as-you-go | One-time 16-meal purchase at $66 |
| Unit Pricing | Pay-as-you-go | Protein Pack add-on at $20 for 16 packs |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Oats Overnight product offering
Product offeringCore offering
Oats Overnight manufactures and sells high-protein overnight oatmeal shakes (approximately 20g protein per serving) designed to be mixed with milk, refrigerated overnight, and consumed spoon-free as a drinkable breakfast. The core product is offered in 45+ flavors across 16-, 24-, and 32-meal subscription bundles or one-time boxes, with whey- and plant-based protein options, and is complemented by an Iced Protein Coffee, a Protein Pack add-on, and a subscriber-exclusive Flavor in Development program. Products are sold through a direct-to-consumer subscription e-commerce site and across major national and regional retail grocery chains in the United States.
Product overview
Oats Overnight is a digitally native CPG food brand offering high-protein overnight oatmeal shakes as its core product, sold primarily through subscription e-commerce and in major retail chains nationwide. The main product line is the Overnight Oatmeal Protein Shake — a drinkable oat-based breakfast with approximately 20g protein per serving — available in over 40 flavors, sold as customizable boxes of 16, 24, or 32 meals through subscription or one-time purchase. The portfolio extends to the Iced Protein Coffee (a 100mg caffeine, 10g protein coffee drink), The Protein Pack (an add-on 10g protein booster), and the Flavor in Development Program (a monthly subscriber-exclusive trial program for unreleased flavors). The company also sells retail-ready bottled shakes (15g protein, smaller format) in stores and offers a custom Shaker Bottle accessory.
Differentiator
Problem solved
Functional benefit
Products and services
- Oats Overnight Protein Oatmeal Shake High-protein (approximately 20g per serving) overnight oatmeal shake mixed with milk, refrigerated, and consumed as a spoon-free drinkable breakfast. Available in 45+ flavors across 16-, 24-, and 32-meal bundles with whey- and plant-based protein options, sold via subscription or one-time purchase.
- Oats Overnight Iced Protein Coffee Ready-to-mix iced protein coffee made with 100% Arabica coffee from Colombia, providing approximately 100mg caffeine and 10g protein per serving, available as a subscription add-on or standalone order.
- The Protein Pack Custom protein blend supplement packs that add an additional 10g of whey protein per serving to any Oats Overnight flavor, sold as a standalone add-on (8-pack or 16-pack).
- Oats Overnight Shaker Bottle Custom shaker bottle designed for mixing Oats Overnight oatmeal and protein coffee products; included free with first orders.
- Oats Overnight Subscription Service Recurring monthly delivery subscription offering 16-, 24-, or 32-meal boxes with a 25% first-order discount, customizable flavors, subscriber-only SKUs, monthly flavor-in-development trial packs, and self-serve pause/cancel via the customer portal.
Quantifiable outcome
- 150,000,000+ meals enjoyed by customers
- +3 more outcomes
Companies that use Oats Overnight
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
Oats Overnight technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature4 records
Oats Overnight partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Good PeepscoreGood Peeps is a Los Angeles-based retail media agency and Preferred Partner to Instacart, Walmart, and Target. The agency helps Oats Overnight optimize advertising on retailer digital storefronts where brands now generate 15-35% of revenue. Oats Overnight credited Good Peeps with becoming one of the fastest-growing brands on Instacart.
- InstacartcoreInstacart is a Preferred Partner of Good Peeps retail media agency. Oats Overnight advertising on Instacart's platform drove significant growth, making it one of the fastest-growing brands on the platform in 2025.
- WalmartcoreMajor national retail partner carrying Oats Overnight products in stores and online. Walmart has reported 14+ straight quarters of more than 10% ecommerce growth, with retail media becoming significant revenue channel for CPG brands.
- TargetcoreMajor national retail partner carrying Oats Overnight products. Target's digital shelf visibility and retail media platforms are key channels for CPG brand growth.
- Whole FoodscoreNational grocery retailer carrying Oats Overnight products as part of their health-focused breakfast offerings. Part of broader retail expansion strategy.
- SproutscoreNational health-focused grocery retailer carrying Oats Overnight products. Natural channel fit for the health-conscious brand positioning.
Scale indicators9 records
Recent moves8 records
Expansion highlights6 records
Oats Overnight competitors and assessment
Company assessmentDirect peers
- OWYN (Only What You Need): Plant-based RTD protein shakes sold through DTC subscription and major retail. Closest direct competitor to Oats Overnight in the high-protein, plant-based, on-the-go breakfast/lunch beverage niche, with overlapping retail distribution and similar positioning.
- Premier Protein: Mass-market RTD protein shakes (dairy-based, 30g protein) sold across Walmart, Costco and grocery. Directly competes with Oats Overnight on the high-protein breakfast occasion and retail shelf, though it lacks the overnight-oats format.
- Koia: Plant-based, high-protein RTD drinks positioned as healthy meal replacement/breakfast alternatives with strong DTC and retail presence. Highly comparable in target consumer (health-conscious busy professionals) and protein-forward beverage positioning.
- Orgain: Plant-based protein shakes, powders and nutrition products sold via DTC, retail and healthcare channels. Comparable in clean-ingredient, protein-forward positioning and broad retail distribution across grocery and mass channels.
- Iconic Protein: RTD protein beverages and powders with a clean-label, low-sugar profile and DTC/retail distribution. Competes directly with Oats Overnight on the high-protein, better-for-you beverage occasion and similar demographic.
- Kodiak Cakes: High-protein, whole-grain breakfast products (pancakes, waffles, baking mixes) with national retail presence. Competes for the same high-protein breakfast occasion and consumer using an oat/whole-grain base similar to Oats Overnight's.
Emerging players
- Magic Spoon: DTC-first, high-protein/low-sugar breakfast cereal brand that has expanded into retail. Targets the same better-for-you breakfast occasion and digitally native consumer, though cereal rather than drinkable format.
- Aloha: Plant-based, organic protein bars and RTD drinks sold via DTC subscription and retail. Comparable in DTC subscription-led growth, clean-ingredient positioning, and target demographic of health-conscious consumers.
- Vital Proteins: Collagen and protein supplements (powders, RTD) sold DTC and via retail. Overlaps with Oats Overnight on protein-forward, wellness-positioned, DTC-led CPG and similar retail partners such as Whole Foods and Target.
Broad incumbents
- Quaker Oats: Incumbent oatmeal category leader owned by PepsiCo. Establishes the traditional oatmeal benchmark against which Oats Overnight competes, with vastly larger scale, retail presence, and marketing budget but a conventional (not drinkable, not high-protein) format.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Oats Overnight social profiles
Digital presenceOats Overnight compliance and trust
Trust signalCompliance2 records
Oats Overnight financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oats Overnight leadership team
Management profileNumber of profiles
Profiles1 record
Oats Overnight funding detail
Funding detailFunding overview
Funding rounds5 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oats Overnight M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Oats Overnight
What does Oats Overnight do?
Oats Overnight manufactures and sells high-protein overnight oatmeal shakes (approximately 20g protein per serving) designed to be mixed with milk, refrigerated overnight, and consumed spoon-free as a drinkable breakfast. The core product is offered in 45+ flavors across 16-, 24-, and 32-meal subscription bundles or one-time boxes, with whey- and plant-based protein options, and is complemented by an Iced Protein Coffee, a Protein Pack add-on, and a subscriber-exclusive Flavor in Development program. Products are sold through a direct-to-consumer subscription e-commerce site and across major national and regional retail grocery chains in the United States.
Is Oats Overnight a public or private company?
Oats Overnight is a private company. It is classified as venture growth investor backed and is currently operating.
When was Oats Overnight founded?
Oats Overnight was founded in 2016. It employs 101 to 250 people.
Where is Oats Overnight based?
Oats Overnight is headquartered in Tempe, United States, in the North America region.
How does Oats Overnight make money?
Four revenue lines are on record. Direct-to-Consumer Subscriptions are the primary driver. The others are one-Time Purchases, retail/Grocery Sales and iced Protein Coffee.
Who are Oats Overnight's main competitors?
Direct peers on record are OWYN (Only What You Need), Premier Protein, Koia, Orgain, Iconic Protein and Kodiak Cakes. Emerging players are Magic Spoon, Aloha and Vital Proteins. Quaker Oats is listed as a broad incumbent.
Does Oats Overnight have an API?
No public API is recorded for Oats Overnight.
What industry is Oats Overnight in?
Oats Overnight's product category is Breakfast Nutrition (High-Protein Oatmeal). Its primary akta.pro industry code is AFAFAEAD, Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes). Its NAICS code is 3115 and its SIC code is 2020.