I’ve seen varying recipes for these over the years, with some using far more oats, and some using far less – but I found my personal favourite was a 50/50 mix! You get enough oats for that delicious flavour, but also enough flour to make sure it remains a good cookie!

When you wake up, all you have to do is grab a spoon and enjoy an epic breakfast that will keep you full for many hours.

We worked closely with the founder, Daniel Knightly, to understand the key messaging of the brand, its objectives and target market, developing a cohesive communications strategy that was tailored to the key, relevant moments throughout the year. Tapping into the wider social conversation around healthy eating and introduction of HFSS guidelines, we helped position the product as a must-have product for health conscious people. We sparked conversation with journalists on the health, food and lifestyle desks of national newspapers, monthly magazines and key trade titles including The Grocer and Onboard Hospitality. We have secured national print media coverage in titles such as The Mirror, Metro and Daily Express with more to come.

The dream is to become a global brand. I live between London and LA and I could really envision the brand in LA, where there is such a big culture around health and nutrition in both food and lifestyle but also the rest of the U.S too. Well I have a rather illustrious past. I’m an airline pilot by profession, which of course comes with its ups and downs…pun intended. Combined with a heavy dose of the performing arts; I have been in lots of commercials, indie films and extra work which has been great for building my confidence, resilience and determination - key things in having a business. This also isn’t my first attempt at running a business. I developed an app about 12 years ago called “screaming Steve” which was a complete and utter fail! But it was one hell of a learning curve for me. Data from Kantar suggests that the natural & wholesome cereal category, mostly consisting of granola and muesli, has seen the most YOY growth with consumers actively looking for health conscious brands. A single Epic Oats pot contain 67% less sugar than the market-leading instant porridge pot brand with just 5g of sugar per pot, compared to 14g in a Quakers Golden Syrup pot.

Scott Simpkin, Senior Associate at Seedrs and TR100 Judge, Explains What He’s Looking for From Entrants

Epic Oats is a new instant-oat pot range in the UK. It is the healthiest oat pot on the market and the only one of its kind to have a top-hat containing a delicious crunchy granola topping. Epic Oats comes in a trio of flavours inspired by quintessential British desserts; Cherry Bakewell, Apple Crumble and Original. Daniel Knightley, Oat Baron of Epic Oats said: “I really struggled to find a convenient oat pot that wasn’t crammed full of sugar so I developed Epic Oats. They’re perfectly balanced between health and taste with a crunchy dessert-inspired granola topping that people will love. Two years ago we were just an idea. Fast forward to now, we are a brand that is paving the way for healthier convenience products. Two years of product development saw a lot of refinement of my idea and working with food manufacturing experts and consultants, together they really helped to shape my vision and get us to where we are today. The texture for these is lovely and soft, but the outside is quite chewy – and that’s the best thing ever. The raisins give a softer texture, just like you would get with chocolate chips (side note, if you don’t like raisins, you can use chocolate chips in them!). Sugar A lot of work went into finding the right ingredients for Epic Oats; the granola in each Epic Oats flavour is completely distinct, formulated in a way for optimum sensory enjoyment. I wanted to create almost like a ‘deconstructed dessert’ but in a healthy form, with flavours that were nostalgic and deliciously aromatic. But of course, creating a product with such low sugar and no hidden secrets, was never going to be easy.

I think it is important that there are more products out there which cater to people who prioritise their health and nutrition and I think Epic Oats does exactly that. Epic Oats means what it says; it’s oats but in their best form: nutritionally dense, high in protein, gluten free, low sugar and vegan.