ELEAT

What ELEAT does

ELEAT is a direct-to-consumer, UK-based high-protein breakfast brand operating under the legal entity H2NUTRITION LTD (registered in England). Founded in 2021 by co-founders Hugh and Hywel, the company sells plant-based protein overnight oats (20g protein/serving), protein granola (18g/serving), and protein cereal (16g/serving) — all gluten-free, high-fibre, and low-sugar (<5g) — to health-conscious consumers in the UK. The product portfolio is unified through a Build-a-Bundle subscription module that lets customers mix product lines at ~£0.94–1.50/serving, undercutting protein bars, shakes, and Greek yoghurt pots on a per-serving basis. The granola is tray-baked in the UK using 100% natural ingredients with no seed oils or polyols; the cereal is the only protein cereal to have won the Great Taste Award (2023). Underlying technology is a Shopify-powered e-commerce platform integrated with Klaviyo email automation, a Viral Loops referral system, a Dovetale-hosted affiliate/creator programme (the 'ELEAT Breakfast Club'), Google Analytics, and Facebook Pixel tracking. No mobile app, AI capabilities, or proprietary data systems are evidenced.

The business model is a self-serve, product-led D2C subscription commerce motion. Primary revenue is generated through a subscription programme offering 20% recurring discount and free tracked delivery, supplemented by one-time purchases and a referral/affiliate channel. Customers — predominantly busy professionals and fitness-focused athletes seeking convenient high-protein breakfasts — are acquired through organic social (TikTok, Instagram), paid social/display, content marketing, and earned media (Forbes, Elle, Vogue, Women's Health, The Sun). The company claims 100,000+ customers and 4.9/5 Trustpilot ratings from 5,500+ reviews, but operates with a 1–10 person team, has raised only £50,000 (a University of Bristol Runway accelerator grant in October 2025), and serves only the UK market. A nascent wholesale/stockist programme was launched in 2025 to explore retail distribution.

Name

ELEAT

Legal name

H2NUTRITION LTD

Website

https://eleatcereal.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

ELEAT is a UK-based direct-to-consumer brand selling plant-based high-protein breakfast products — overnight oats, granola, and cereal — through a Shopify subscription storefront, targeting health-conscious consumers and fitness-focused individuals seeking convenient, low-sugar, high-protein breakfasts.

Ownership category

akta.pro rank

Product category

High-Protein Breakfast Foods

NAICS

Breakfast Cereal Manufacturing (31123), Bakeries and Tortilla Manufacturing (3118)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Bakery Products (2050)

akta.pro primary industry

Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK)

akta.pro secondary industries

Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI), Natural/Organic Grocery E-commerce & Delivery-Only Retail (CRAHAEAI)

Keywords

• High protein cereal
• Overnight oats
• Protein granola
• Plant-based breakfast
• Healthy breakfast foods

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (One-Time): ELEAT sells individual pouches of overnight oats, granola, and cereal as one-time purchases through its Shopify storefront. Pricing varies by product and pack size, with free shipping on orders over £40.
2. Subscription / Recurring Orders: ELEAT's primary revenue model is a subscription programme offering 20% recurring discount, free tracked delivery, and a free pot on first subscription order. Customers can select 4-, 6-, or 8-week delivery frequencies and can pause, skip, swap flavours, or cancel anytime. This drives predictable recurring revenue and high customer lifetime value.
3. Referral / Affiliate Revenue: ELEAT operates a referral programme where existing customers earn £10 per successful referral (friend receives 20% off their first order). Affiliates can join via the ELEAT Breakfast Club (Dovetale platform) for commission-based partnerships covering affiliate marketing, gifting, campaigns, and content creation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

ELEAT manufactures and sells high-protein, plant-based, gluten-free breakfast products — overnight oats, granola, and cereal — directly to consumers through its Shopify-hosted e-commerce storefront. Each serving delivers 16–20g of plant-based protein with under 5g of sugar, using natural ingredients with no seed oils or polyols. The primary revenue mechanism is a recurring subscription model (4/6/8-week cadence, 20% discount) supplemented by one-time purchases and a nascent wholesale stockist programme.

Product overview

ELEAT is a direct-to-consumer high-protein breakfast brand operating as a single Shopify-hosted e-commerce platform. The product portfolio consists of three core product lines: Protein Overnight Oats (20g protein per 80g serving, requiring overnight refrigeration prep), Protein Granola (18g protein per 60g serving, tray-baked in the UK), and Protein Cereal (16g protein per 50g serving). All products are plant-based, gluten-free, and high in fibre with low sugar content. The offering is unified through the Build A Bundle module which enables mix-and-match purchasing across all three product lines with subscription discounts. The company also operates a referral programme and affiliate/collab partnership scheme.

Differentiator

Problem solved

Functional benefit

Products and services

• Protein Overnight Oats High-protein overnight oats requiring preparation the night before (pour, add milk, refrigerate), delivering 20g of plant-based protein per 80g serving from a pea and pumpkin protein blend, flaxseeds, chia seeds, and date powder. Available in 7 flavours (Dark Chocolate, Mixed Berries, Apple & Cinnamon, Peanut Butter & Banana, Blueberry & Vanilla, Vanilla, Salted Caramel). Designed for busy mornings — prep in 20 seconds, grab and go. Sold as one-time purchase or 4/6/8-week subscription with 20% discount.
• Protein Granola Tray-baked granola produced in the UK (within an hour of the warehouse) delivering 18g of plant-based protein per 60g serving, high in fibre, gluten-free, and containing less than 5g sugar per serving. Made with pea protein crispies, gluten-free oats, sunflower seeds, dates, and chickpea protein; no seed oils, sweeteners or polyols. Available in Chocolate, Berries and Vanilla flavours. Sold as one-time purchase or 4/6/8-week subscription with 20% discount.
• Protein Cereal High-protein ready-to-eat cereal delivering 16g of plant-based protein per 50g serving, 6g of fibre, only 1g of sugar, gluten-free, and naturally sweetened with stevia and chicory root inulin. Made with soy protein isolate, corn flour, tapioca starch and sunflower oil — no erythritol or polyols. Available in Chocolate, Cinnamon, Vanilla and Chocolate Caramel flavours. Sold as one-time purchase or 4/6/8-week subscription with 20% discount.
• Build A Bundle Mix-and-match bundle builder letting customers combine overnight oats, granola and cereal products with a 20% subscription discount. Customers choose flavours and delivery frequency (4, 6 or 8 weeks), with the ability to skip, swap or cancel anytime. The 8-item bundle delivers ~40 breakfasts at ~£0.94/serving and includes a free ELEAT Pot worth £19.99 plus free UK delivery.

Quantifiable outcome

• Rated 4.9/5 on Trustpilot from 5,500+ reviews (individual product pages cite 4.8–4.9/5 from 5,400–8,000+ reviews on Trustpilot and Reviews.io combined)
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Runway (University of Bristol Student Startup Accelerator)minorStrategic or Co-development PartnerELEAT participated as one of four startups in the University of Bristol's Runway accelerator programme. The programme provided £50,000 in initial combined funding to four startups, which collectively raised £3.8 million and created 18 jobs. ELEAT's individual funding from this programme is not separately disclosed. This partnership was a one-time accelerator cohort (2025) and does not appear to be an ongoing strategic relationship.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Nature's Path: North American organic/plant-based cereal and breakfast brand (cereals, granola, oatmeal) carried in major grocery. Comparable on the natural, plant-based, breakfast positioning, though a much larger, retail-distributed incumbent rather than a D2C challenger.
• Huel: UK-based D2C nutrition brand with a broader portfolio (meals, powders, bars) but a comparable plant-based, high-protein, convenience-led positioning and similar D2C/subscription GTM. Significantly larger and more diversified than ELEAT.
• Myprotein: UK-headquartered sports nutrition brand (part of THG) with a much wider range (powders, bars, meals, breakfast) and a similar target audience of gym-goers and active consumers. Compares on the protein/breakfast intersection and the UK D2C heritage.
• Bulk Powders: UK sports nutrition brand selling protein powders, breakfasts, and snacks direct to consumers. Comparable on the high-protein, UK D2C GTM and overlapping product categories (protein breakfast, oats).

Direct peers

• Three Wishes: US D2C brand specialising in grain-free, low-sugar, high-protein cereal. Directly comparable on macro positioning and D2C GTM, although smaller scale and US-focused.
• Catalina Crunch: US D2C keto/protein cereal brand. Comparable as a protein-fortified cereal challenger brand selling direct, though positioned around keto/functional nutrition rather than plant-based.
• The Protein Works: UK-based D2C sports nutrition brand selling protein powders, bars, and breakfast products with similar target audience (fitness enthusiasts, gym-goers) and a comparable product overlap on protein-fortified breakfast.
• Magic Spoon: US-based high-protein, low-sugar breakfast cereal D2C brand that built a direct-to-consumer business on the same positioning ELEAT is using. Closest international comparable on product (cereal-first, protein-forward) and target consumer (health-conscious adults), though US-only.
• Graze: UK-based D2C subscription snack/breakfast brand that pioneered the personalised subscription box model. Closest direct comparable to ELEAT on geography, channel, and subscription-led GTM, though Graze is broader (snacks vs. breakfast) and now owned by Unilever.

Emerging players

• Form Nutrition: UK plant-based nutrition brand (meals, protein) with a comparable plant-based, functional positioning and UK D2C presence, though broader than breakfast-only and at a similar early-stage scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/eleatcereal
• Facebookfacebook.com/eleatcereal
• LinkedInlinkedin.com/company/eleatcereal
• Instagraminstagram.com/eleatcereal
• TikTokvm.tiktok.com/ZMNr8FjTG

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 ELEAT