Oat Haus

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.

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

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

• Oat-based spreads
• Nut-free spreads
• Granola butter
• Allergen-friendly snacks
• Gluten-free snacks

Headquarters

HQ city

Philadelphia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Kylie KelceminorGTM or Marketing PartnerKylie 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 FoundationminorOthersA 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

Direct 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

• Instagraminstagram.com/oat.haus
• TikToktiktok.com/@oat_haus
• Facebookfacebook.com/oathausgranolabutter

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oat Haus