Stoats
Stoats is a privately held, UK-based food manufacturer that produces handmade oat bars, porridge pots, protein snacks, and plant-based products from a BRC AA bakery in Edinburgh, selling through DTC e-commerce, a subscription box, major UK supermarkets, and B2B private label contract manufacturing.
- Company typePrivate
- Founded2007
- HeadquartersLoanhead, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Stoats does
Stoats Porridge Bars Limited is a privately held, independently owned UK food manufacturer headquartered in Loanhead near Edinburgh, Scotland, founded in 2007. The company produces handmade oat-based products centred on porridge oat bars, supplemented by porridge pots, traditional porridge pouches, protein oat bars and cookies, plant-based oaty squares and bircher bars, and a kids-focused sub-brand called Stoaters. All production runs from a 22,000 sq ft BRC AA-accredited bakery facility, with full in-house capability spanning concept development, R&D, production, packaging, and distribution.
The business operates four revenue streams: direct-to-consumer e-commerce through eatstoats.com with UK DPD delivery; a monthly or twice-monthly subscription box (Tony & Bob's Top Picks); wholesale distribution through UK supermarket chains including Tesco, Aldi, Lidl, and TK Maxx; and a B2B private label contract manufacturing service that handles cereal bars, snack bars, sports nutrition, meal replacements, extruded formats, baked goods, and porridge or muesli mixes for third-party brands. Pricing on the consumer side ranges from individual bars around £0.99-£1.89 to multi-pack cases at £15.95-£41.95, with free UK shipping over £35; private label contracts are quotation-based, typically multi-year, with stated concept-to-shelf turnaround of four months.
The company is led by founder Tony (Managing Director) and Bob (Operations Director), alongside a leadership team covering finance, engineering and facilities, commercial, brand and logistics, and production. It is privately held with no disclosed external investors or parent company, has 11-50 employees, and currently operates exclusively in the UK for consumer sales while marketing private label manufacturing globally. Recent strategic priorities have included recipe reformulation for healthier nutritional profiles, expansion into protein and plant-based segments, and a Net Zero partnership targeting a 50% carbon reduction by 2030 and full Net Zero by 2045.
Stoats firmographics
Firmographics- Name
- Stoats
- Legal name
- Stoats Porridge Bars Limited
- Website
- https://eatstoats.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Stoats is a privately held, UK-based food manufacturer that produces handmade oat bars, porridge pots, protein snacks, and plant-based products from a BRC AA bakery in Edinburgh, selling through DTC e-commerce, a subscription box, major UK supermarkets, and B2B private label contract manufacturing.
- Ownership category
- akta.pro rank
Stoats industry classification
Industry- Product category
- Oat-based snack bars and porridge
- NAICS
- Other Food Manufacturing (3119), Other Snack Food Manufacturing (311919)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)
- akta.pro secondary industries
- Convenience side dishes (mac & cheese, mashed potatoes, rice dishes) manufacturing (AFAKAHAI), Meal kits & subscription meal components manufacturing (AFAKAHAD)
Keywords
Where Stoats is headquartered
LocationHeadquarters
- HQ city
- Loanhead
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Stoats business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer sales through eatstoats.com website, offering oat bars, porridge pots, protein products, and plant-based options with home delivery across the UK.
- Private Label Manufacturing: Contract manufacturing services for brands seeking to launch cereal bars, snack bars, sports nutrition, meal replacements, extruded formats, baked goods, porridge, and muesli mixes from their 22,000 sq ft facility.
- Subscription Box: Monthly or twice-monthly subscription boxes delivering 10 top-selling oat bars direct to customers' doors, with free delivery included in the subscription price.
- Wholesale/Retail Distribution: Products sold through UK supermarket chains including Tesco, Aldi, Lidl, and TK Maxx, generating revenue through wholesale distribution agreements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing for individual bars and cases |
| Subscription | Monthly | Subscription Box service |
| Other | Multi-year contract | Private label manufacturing services |
| Transaction based/ take rate | Pay-as-you-go | Free delivery threshold |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Stoats product offering
Product offeringCore offering
Stoats manufactures and sells handmade oat-based snack bars, porridge pots, and porridge products under its own brand, plus offers a B2B private-label manufacturing service from its BRC AA-accredited Edinburgh facility. Products are sold via DTC e-commerce (eatstoats.com), a monthly/twice-monthly subscription box, major UK supermarkets (Tesco, Aldi, Lidl, TK Maxx), and contract-manufacturing partnerships for third-party brands.
Product overview
Stoats is a UK-based food company specializing in oat-based products, primarily porridge and snack bars. The product portfolio centers on handmade porridge oat bars in various flavors (Apple & Cinnamon, Blueberry, Raspberry, Honey variants, Orange & Chocolate, Cherry Choc & Coconut, Banana & Chocolate), supplemented by a growing Protein range (Protein Oat Bars and Protein Oat Cookies launched September 2024), Plant-Based options (Oaty Squares and Bircher Bars), Porridge Pots (Traditional Scottish, Apple & Cinnamon, Raspberry & Honey, Golden Syrup), and Traditional Porridge Pouches. The company also produces seasonal Limited Edition Festive Oat Bars (Panettone and Chocolate Gingerbread, launched November 2024), a sub-brand called Stoaters for children, and operates a subscription box service (Tony & Bob's Top Picks). Stoats also offers B2B private label manufacturing services for other food brands.
Differentiator
Problem solved
Functional benefit
Brands
- Stoaters: A sub-brand of oat bars specifically made for kids, proportioned with real fruit pieces and no added sugar or artificial flavourings.
Products and services
- Oat Bars Handmade porridge oat bars made with wholegrain Scottish oats, available in flavours including Apple & Cinnamon, Blueberry, Raspberry, Blueberry & Honey, Raspberry & Honey, Orange & Chocolate, Cherry Choc & Coconut, and Banana & Chocolate, in 25g, 42g, 50g, and 85g sizes. Marketed as on-the-go breakfast and snack replacements for health-conscious UK consumers.
- Protein Oat Bars Protein-enriched oat bars loaded with wholegrain oats and premium protein for sustained energy. Available in Cookies & Cream and Apple & Raspberry flavours in 80g size. Targeted at fitness- and protein-conscious UK consumers.
- Protein Oat Cookies High-protein cookies with 8g of protein per two-cookie serving, sold in 6-pack boxes. Available in Choc Chip, Red Velvet, and Sticky Toffee flavours. Targeted at consumers seeking protein-rich on-the-go snacks.
- Plant-Based Oaty Squares Vegan-friendly oat squares made without animal products, in Salted Caramel and Chocolate flavours. High in fibre and 91-96 calories per square. Targeted at vegan and plant-based-diet consumers.
- Berry & Apple Bircher Bars Plant-based overnight oat bars made with wholegrain Scottish oats, berries, apple, sultanas, and seeds. Designed to be soaked with yogurt to make overnight oats. Sold in 30-bar cases.
- Porridge Pots Ready-to-prepare porridge pots requiring only hot water. Flavours include Traditional Scottish, Apple & Cinnamon, Raspberry & Honey, and Golden Syrup. A source of protein and high in fibre. Positioned as a convenient at-home or office breakfast option.
- Traditional Scottish Porridge Pouch Family-sized 750g porridge pouches containing 100% wholegrain Scottish oats with no added sugars, combining jumbo oats and flaked oats. Sold in cases of six. Marketed as the brand's heritage porridge format.
- Panettone Festive Oat Bar Limited-edition 42g festive oat bar combining Italian panettone-inspired candied fruit, citrus, vanilla, and wholegrain oats. Sold only during the UK holiday season.
- Chocolate Gingerbread Festive Oat Bar Limited-edition 42g festive oat bar combining chocolate and gingerbread spice with wholegrain oats. Sold only during the UK holiday season.
- Stoaters (Kids Oat Bars) Sub-brand of oat bars designed specifically for children, proportioned with real fruit pieces and containing no added sugar and no artificial flavourings. Targeted at parents for lunchboxes and day-trip snacks.
- Tony & Bob's Top Picks Subscription Box Subscription box delivering 10 top-selling Stoats porridge oat bars direct to UK customers' doors on a monthly or twice-monthly cadence, with delivery costs included in the subscription price. Includes regular and limited-edition seasonal flavours.
- Private Label Manufacturing B2B contract manufacturing service from a 22,000 sq ft BRC AA-accredited UK facility, covering concept development, R&D, production, packaging, and distribution for cereal bars, snack bars, sports nutrition products, meal replacements, extruded formats, baked goods, porridge and muesli mixes. Stated turnaround from concept to shelf-ready product is approximately four months. Targeted at brands seeking to launch private-label oat-based ranges.
- Variety Pack (25g x 75) Mixed variety pack containing 75 mini 25g bars in three flavours: Blueberry & Honey, Raspberry & Honey, and Apple & Cinnamon. Targeted at consumers who want to sample or share multiple Stoats flavours.
Quantifiable outcome
- 43% less sugar in updated recipes
- +6 more outcomes
Companies that use Stoats
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Stoats technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Stoats partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Element London LtdminorPrize provider for Minions & Monsters competition, providing a family trip to Los Angeles including flights, hotel, and movie-themed experiences.
- NBCUniversalminorPartnership for Minions & Monsters cinema promotion, offering competition prizes related to the movie launch.
- Cash for KidsminorCharity partnership for Boogie's Brunch Bar product. 10% of total sales donated to Cash for Kids charity.
- Emma BridgewaterminorJoint promotional campaign with Emma Bridgewater ceramics. Created exclusive limited edition Stoats mugs. Promotional multipacks available in stores with prize draw for mugs and factory experiences.
- National Trust for ScotlandminorAnnual Halloween 'Stoats Creepy Crawl' events at National Trust for Scotland sites. Joint charity events promoting family activities and Stoats product sampling.
- Mary's MealsminorOfficial partner of World Porridge Day. Mary's Meals provides daily meals for schoolchildren worldwide. Stoats supports through campaign promotion and fundraising (#PorridgeSmiles).
- Net Zero InternationalcorePartnership to cut carbon emissions by 50% by 2030 and achieve Net Zero by 2045. Includes LED lighting installation (130 fittings), air compressor upgrades, employee training on waste and energy reduction, and planned 150-panel solar array (55 kWp) installation.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Stoats competitors and assessment
Company assessmentDirect peers
- Trek (Natural Balance Foods): UK-based maker of natural energy and protein snack bars including Trek, Beond, and Nākd ranges. Directly comparable as a UK handmade/better-for-you bar brand with similar retail distribution (Tesco, Sainsbury's, Holland & Barrett) and product overlap with Stoats' oat bar and protein ranges.
- Eat Natural: UK snack bar brand owned by Mondelez, producing handmade cereal bars, protein bars and toasted muesli. Closely comparable in handmade positioning, oat-based core, and major UK supermarket listings; now benefits from global incumbent backing.
- Pulsin: UK family-owned brand making protein snack bars, boosters, and keto snacks. Comparable in size, premium better-for-you positioning, DTC focus, and protein-bar overlap with Stoats' Protein Oat Bars and Protein Oat Cookies.
- 9Bar: UK pioneer of the original 9-grain breakfast bar, owned by European Foods. Direct competitor in the UK cereal/snack bar category with similar health-led positioning and retail listings including Tesco and Holland & Barrett.
- Rude Health: UK premium natural food brand producing porridge, granola, plant-based drinks, and snack bars. Directly comparable in premium natural ingredients positioning, porridge product overlap, and UK supermarket distribution; similarly private/founder-influenced brand.
- MOMA Foods: UK premium porridge and breakfast brand sold in Tesco, Sainsbury's, and Caffè Nero. Closely comparable in the porridge and breakfast-on-the-go category overlap with Stoats' Porridge Pots and Porridge Pouches, and similar DTC + retail omni-channel model.
Emerging players
- Graze: UK subscription-based snack box brand (now owned by Unilever). Comparable via direct-to-consumer subscription model and snack-bar category overlap, though broader assortment positions it as adjacent subscription commerce rather than a direct bar competitor.
Broad incumbents
- KIND Snacks: Global better-for-you snack bar brand (Mars Inc.) with strong UK retail presence. Comparable via health-positioned fruit/nut/oat bars overlapping with Stoats' product range, though operates at significantly larger scale and marketing intensity.
- Nature Valley (General Mills): Mass-market granola and snack bar brand from General Mills with dominant UK grocery listings. Comparable via cereal bar/granola overlap with Stoats' oat bars, but at significantly larger scale, lower price points, and broader distribution.
- Jordan's (Associated British Foods): UK cereal and snack bar brand owned by ABF, producing breakfast bars, granola, and muesli with extensive supermarket listings. Comparable via UK breakfast/cereal bar category overlap, though operates at much larger scale and broader portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Stoats social profiles
Digital presenceStoats compliance and trust
Trust signalCompliance2 records
Stoats financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stoats leadership team
Management profileNumber of profiles
Profiles5 records
Stoats funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stoats 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 Stoats
What does Stoats do?
Stoats manufactures and sells handmade oat-based snack bars, porridge pots, and porridge products under its own brand, plus offers a B2B private-label manufacturing service from its BRC AA-accredited Edinburgh facility. Products are sold via DTC e-commerce (eatstoats.com), a monthly/twice-monthly subscription box, major UK supermarkets (Tesco, Aldi, Lidl, TK Maxx), and contract-manufacturing partnerships for third-party brands.
Is Stoats a public or private company?
Stoats is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Stoats founded?
Stoats was founded in 2007. It employs 11 to 50 people.
Where is Stoats based?
Stoats is headquartered in Loanhead, United Kingdom, in the Europe region.
How does Stoats make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are private Label Manufacturing, subscription Box and wholesale/Retail Distribution.
Who are Stoats's main competitors?
Direct peers on record are Trek (Natural Balance Foods), Eat Natural, Pulsin, 9Bar, Rude Health and MOMA Foods. Graze is listed as an emerging player. Broad incumbents are KIND Snacks, Nature Valley (General Mills) and Jordan's (Associated British Foods).
Does Stoats have an API?
No public API is recorded for Stoats.
What industry is Stoats in?
Stoats's product category is Oat-based snack bars and porridge. Its primary akta.pro industry code is AFAKABAI, Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars), with a secondary code of AFAKAHAI, Convenience side dishes (mac & cheese, mashed potatoes, rice dishes) manufacturing. Its NAICS code is 3119 and its SIC code is 2000.