Oat Haus
Oat Haus produces Granola Butter, the first oat-based spread — a nut-free, gluten-free, vegan alternative to nut butters — selling through its Shopify DTC site and major U.S. retailers including Whole Foods, Target, Costco, Erewhon, and Thrive Market.
- Company typePrivate
- Founded2018
- HeadquartersPhiladelphia, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Oat Haus does
Oat Haus (legal entity: Kween And Co.) is a U.S. consumer packaged goods brand that produces Granola Butter, which it describes as the world's first oat-based spread — a nut-free, gluten-free, vegan alternative to traditional nut butters. Founded in 2018 by Ali Bonar as a side hustle while she studied nutrition at UC Berkeley, the company went full-time in 2019 and is headquartered in Brooklyn Heights, Ohio (with one source listing Philadelphia). The product line spans 10 Granola Butter flavors (e.g., Cookie Dough, Cinnamon Graham, Vanilla, Brownie Batter, Birthday Cake, Salted Caramel, Dubai Chocolate), a complementary granola line (4 SKUs), single-serve packets, bundle configurations, and branded merchandise. Core technology is the proprietary oat-based spreadable formulation using olive oil rather than palm or coconut oil; the "Granola Butter" mark is registered (®).
The business operates a hybrid direct-to-consumer and wholesale model. E-commerce is run through a Shopify storefront with a Subscribe & Save program offering 10% savings on delivery cadences of 2, 4, or 6 weeks. Wholesale distribution spans five named U.S. chains: Whole Foods, Erewhon, Target, Thrive Market, and Costco. Jars retail at $12.95, granola bags at $9.95, and bundles range from $27.95 to $39.95. The primary customer segments are individuals with nut allergies, gluten-free and celiac consumers, health-conscious snackers, and parents seeking school-safe lunch options; the brand emphasizes nut-free, school-safe, non-GMO, glyphosate-free, and olive-oil-based positioning.
Marketing centers on founder-led social media (Instagram, TikTok), the AliCast podcast, an affiliate program, customer reviews (10,000+ verified reviews via Judge.me), and limited-edition influencer collaborations (e.g., Kylie Kelce for Salted Caramel, with proceeds supporting the Eagles Autism Foundation). The company has raised approximately $670,000 across disclosed rounds, including a $650,000 seed in December 2020 from angel investors and wellness industry figures, a $20,000 investment from SnackFutures in March 2022, and an investment from The Josephine Collective in June 2023. No institutional venture or private equity rounds are disclosed.
Oat Haus firmographics
Firmographics- Name
- Oat Haus
- Legal name
- Kween And Co.
- Website
- https://oat.haus
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Oat Haus produces Granola Butter, the first oat-based spread — a nut-free, gluten-free, vegan alternative to nut butters — selling through its Shopify DTC site and major U.S. retailers including Whole Foods, Target, Costco, Erewhon, and Thrive Market.
- Ownership category
- akta.pro rank
Oat Haus industry classification
Industry- Product category
- Specialty Food Spreads
- NAICS
- Bakeries and Tortilla Manufacturing (3118)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industries
- Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK), Breakfast Foods & Cereals (Cereal, Granola, Oatmeal) (CRADAAAE)
Keywords
Where Oat Haus is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Oat Haus business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Primary revenue stream through the company's Shopify-powered website (oat.haus). Products include granola butter jars, granola bags, bundles, and merchandise. Offers subscription model with 10% savings for recurring customers.
- Subscription/Recurring Revenue: Subscribe & Save program offering 10% off with recurring delivery every 2, 4, or 6 weeks. Allows customers to set up automated deliveries of their favorite products with flexibility to pause, adjust, or cancel.
- Wholesale/Retail Distribution: Products sold through major grocery chains including Whole Foods, Erewhon, Target, Thrive Market, and Costco. This wholesale channel provides retail distribution and brand exposure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Jar Granola Butter - $12.95 |
| Unit Pricing | Pay-as-you-go | Granola Bags - $9.95 |
| Unit Pricing | Pay-as-you-go | Bundle Options - $27.95 to $39.95 |
| Subscription | Monthly | Subscription - 10% Savings |
| Unit Pricing | Pay-as-you-go | Merchandise - $4.99 to $49.95 |
| Unit Pricing | Pay-as-you-go | Gift Cards - $10 to $100 |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
Oat Haus product offering
Product offeringCore offering
Oat Haus manufactures and sells Granola Butter, the world's first oat-based spread, along with a complementary granola line, single-serve packets, bundles, and branded merchandise. Products are nut-free, gluten-free, vegan, non-GMO, and glyphosate-free, made with olive oil as the fat base and offered in 10+ flavors. The company sells direct-to-consumer through its Shopify website (with a Subscribe & Save subscription program offering 10% recurring savings) and through major U.S. retail partners including Whole Foods, Target, Costco, Erewhon, and Thrive Market.
Product overview
Oat Haus is a food brand specializing in Granola Butter, the world's first oat-based spreadable butter. The product portfolio consists of core Granola Butter spreads in 10 flavors (Cookie Dough, Cinnamon Graham, Vanilla, Brownie Batter, Cinnamon Roll, Birthday Cake, Cookies & Cream, Salted Caramel, Dubai Chocolate, and Brookie), complemented by a granola line (Chocolate Chip Banana Bread, Cinnamon Roll, Cookie Dough, and Cookies & Cream). The company also offers bundles combining multiple products, on-the-go single-serve packets, branded merchandise, and a subscription service with 10% recurring savings. All products are nut-free, with most being gluten-free and vegan. The brand sells direct-to-consumer via its Shopify platform and through retail partners including Whole Foods, Target, Erewhon, Thrive Market, and Costco.
Differentiator
Problem solved
Functional benefit
Products and services
- Cookie Dough Granola Butter Oat-based spreadable butter with cookie dough flavor, made with chocolate chips. Nut-free, vegan, and gluten-free alternative to traditional nut butters, marketed for nut-allergic consumers and school-safe snacking.
- Cinnamon Graham Granola Butter The original cinnamon graham flavored oat-based spread, billed as the world's first oat-based spread with a silky smooth texture. Nut-free, school-safe, vegan, and gluten-free.
- Vanilla Granola Butter Sugar cookie-flavored oat-based butter made with organic vanilla from Madagascar. Nut-free, allergen-friendly, vegan, gluten-free, and school-safe.
- Brownie Batter Granola Butter Brownie batter-flavored oat-based spread marketed as a nut-free, healthy Nutella alternative. Top 14 allergen-free and vegan.
- Cinnamon Roll Granola Butter Oat-based spread with brown sugar and cinnamon flavors, featuring white chocolate crunchies. Nut-free, school-safe, and gluten-free.
- Birthday Cake Granola Butter Funfetti-inspired oat-based butter recreating boxed vanilla cake flavors. Nut-free and gluten-free with colorful sprinkles.
- Cookies & Cream Granola Butter Oat-based butter with chocolate granola chunks and white chocolate chips, tasting like Oreos dunked in milk. Nut-free and gluten-free.
- Salted Caramel Granola Butter
Quantifiable outcome
- Over 10,000 verified customer reviews across products on Judge.me platform
- +2 more outcomes
Companies that use Oat Haus
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles1 record
Oat Haus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Oat Haus partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Kylie KelceminorKylie Kelce collaborated with Oat Haus on a limited-edition Salted Caramel Granola Butter flavor. The partnership includes her image on the product packaging and a portion of proceeds from this flavor support the Eagles Autism Foundation, an organization close to Kylie Kelce's heart. This flavor collaboration creates buzz and expands brand reach to new audiences through her following.
- Eagles Autism FoundationminorA portion of proceeds from the Salted Caramel Granola Butter (created in partnership with Kylie Kelce) supports the Eagles Autism Foundation. This charitable partnership aligns with the brand's community-building values.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Oat Haus competitors and assessment
Company assessmentDirect peers
- Justin's: Specialty nut butter brand (peanut, almond, cashew butters) with allergen-aware positioning and broad natural-channel retail distribution. Most directly comparable as a craft nut-butter alternative brand competing for similar shelf space and household pantry share, with Oat Haus positioning as the nut-free alternative.
- Simple Mills: Better-for-you CPG brand offering crackers, cookies, and baking mixes with clean ingredient labels, sold through Whole Foods, Target, and other natural channels. Highly comparable as a gluten-free, allergen-conscious CPG brand competing in adjacent snack/baking aisles.
- Made Good: Allergen-free and organic snack brand (granola bars, cookies, crackers) sold through Whole Foods, Target, and Costco. Directly comparable as a school-safe, allergen-free CPG brand targeting the same parent/child consumer segment with overlapping distribution.
- Once Upon a Farm: Organic, cold-pressed baby food and kids' snacks brand with strong natural-channel retail presence. Comparable as a clean-label, allergen-conscious family-focused CPG brand leveraging founder storytelling and retail partnerships in similar channels.
- Bobo's: Better-for-you oat-based baked snack brand (oat bars, bites) sold through natural and mainstream grocery channels. Directly comparable as an oat-anchored, allergen-friendly snack brand operating in similar retail doors and targeting health-conscious consumers.
- Hu Kitchen: Better-for-you paleo chocolate and snack brand with Whole Foods and natural-channel distribution. Comparable as a premium clean-label CPG brand built on dietary positioning (paleo/clean) and founder-driven brand storytelling.
- SkinnyDipped: Better-for-you chocolate-dipped snacks brand with broad retail distribution including Costco and Target. Comparable as a founder-led, premium positioning CPG brand with limited SKUs and strong retail velocity focus.
- Catalina Crunch: Keto-friendly, allergen-conscious snack brand with strong DTC and retail presence. Comparable as a digitally-native, dietary-positioned CPG brand competing for similar health-conscious and allergen-affected consumer segments.
- Barney Butter: Almond and nut butter brand sold through natural and mainstream grocery channels. Comparable as a single-format specialty butter/spread brand with overlapping shelf competition and similar mid-sized CPG operating profile.
Broad incumbents
- RXBAR (Kellanova): Better-for-you protein bar brand now owned by Kellanova with mass-market distribution including Costco, Target, and Whole Foods. Comparable as a clean-label, allergen-aware CPG brand with similar retail footprint, though broader and better-capitalized than Oat Haus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Oat Haus social profiles
Digital presenceOat Haus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oat Haus leadership team
Management profileNumber of profiles
Profiles1 record
Oat Haus funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oat Haus 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 Oat Haus
What does Oat Haus do?
Oat Haus manufactures and sells Granola Butter, the world's first oat-based spread, along with a complementary granola line, single-serve packets, bundles, and branded merchandise. Products are nut-free, gluten-free, vegan, non-GMO, and glyphosate-free, made with olive oil as the fat base and offered in 10+ flavors. The company sells direct-to-consumer through its Shopify website (with a Subscribe & Save subscription program offering 10% recurring savings) and through major U.S. retail partners including Whole Foods, Target, Costco, Erewhon, and Thrive Market.
Is Oat Haus a public or private company?
Oat Haus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Oat Haus founded?
Oat Haus was founded in 2018. It employs 11 to 50 people.
Where is Oat Haus based?
Oat Haus is headquartered in Philadelphia, United States, in the North America region.
How does Oat Haus make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription/Recurring Revenue and wholesale/Retail Distribution.
Who are Oat Haus's main competitors?
Direct peers on record are Justin's, Simple Mills, Made Good, Once Upon a Farm, Bobo's, Hu Kitchen, SkinnyDipped, Catalina Crunch and Barney Butter. RXBAR (Kellanova) is listed as a broad incumbent.
Does Oat Haus have an API?
No public API is recorded for Oat Haus.
What industry is Oat Haus in?
Oat Haus's product category is Specialty Food Spreads. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of AFAKABAK, Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains). Its NAICS code is 3118 and its SIC code is 2050.