How Oats Overnight Balances Retail and DTC
Oats Overnight started with DTC. Now they’re in major retailers. But here’s what I love—DTC is still where they experiment, innovate, and keep customers engaged.
A few weeks ago, I took my son Mylo to Costco Wholesale. At 1.5 years old, he’s finally old enough to enjoy samples, so we had some fun. One of them was Oats Overnight. I tried it too, was impressed, and bought a box.
Then at Natural Products Expo, I met their founder, Brian Tate, and Director of Sales, Jason Wood.
Brian spent 12 years as a professional poker player before launching Oats Overnight. He wanted a high-protein, spoon-free breakfast that fit his on-the-go lifestyle—so he created it himself. DTC is where they built a community, tested flavors, and figured out what worked before expanding into retail. Turns out, they just landed in Costco ~6 weeks ago! If I hadn’t tried that sample, I might not have become a customer.
Even with their retail growth, DTC is still their playground for innovation.
For the past four years, they’ve launched 50+ flavors, gathering real-time feedback from customers. People love feeling connected to the brand, and many subscribe just to experiment with new flavors each month. Some flavors stick, some don’t—but that’s what makes it special. Every launch keeps their most loyal customers engaged and excited.
Retail is where new customers discover the brand and re-purchase, especially when they want it fast. Their website is the brand flagship. A place to learn, explore, and even shape what’s next.
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Busy morning today, so I grabbed an Oats Overnight (love mine with some greek yogurt). I didn’t remember to take a photo until I was done writing this so here's an empty mason jar with some product placement :)
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