Oats Overnight receives US$45M investment
The investment supports marketing, broadens retail distribution and automates existing facilities to increase line speed and efficiency.
USA – Phoenix-based Oats Overnight, a leading DTC-native manufacturer of grab-and-go oat-based breakfast shakes, has secured a US$45 million growth equity investment from Austin, Texas-based Asto Consumer Partners.
The funding comes via a secondary offering, acquiring stakes from early investors, led by Asto Managing Partners Clayton Christopher and Brian Goldberg, known for successful exits such as Sweet Leaf Tea to Nestlé and Deep Eddy Vodka to Heaven Hill.
This capital infusion supports accelerated expansion for the brand, which surpassed US$200 million in revenue in 2025, reaching over 2 million consumers through over 300,000 monthly direct‑to‑consumer subscribers and distribution in over 12,000 retail doors nationwide.
Oats Overnight CEO Brian Tate highlighted the partnership’s alignment, stating it builds on the company’s growth trajectory by fueling marketing, innovation, supply chain scaling, and disciplined retail rollout.
Asto views the brand as a “platform business” leveraging habitual breakfast consumption, blending high-protein, flavored oats with convenience to rival traditional cereals in a crowded better-for-you category.
The investment underscores investor confidence in omnichannel models that prioritize repeat purchase behavior over fleeting trends, especially amid selective CPG funding.
Founded to simplify nutritious mornings, Oats Overnight’s shakes emphasize protein-packed, no-prep formats ideal for busy professionals and families, tapping into surging demand for functional breakfasts.
With this backing, the company plans to enhance flavour innovation, introduce DTC data-driven pack formats, and expand its national presence, positioning it for sustained velocity in supermarkets and club stores.
Asto’s operator-led approach targets growth-stage brands exceeding US$100 million revenue, applying proven playbooks to breakfast’s daily-use potential.
This deal signals robust appetite for scalable food startups amid economic pressures, as investors favor routine-driven categories like breakfast over indulgent snacks.
For agribusiness stakeholders, Oats Overnight exemplifies how oat supply chains benefit from branded innovation, boosting demand for sustainable grains in functional products.
As the sector evolves, such investments promise job growth in Phoenix manufacturing and stronger US options for convenient, health-focused starts to the day.
Oats Overnight raised US$35 million in a Series B funding round in August 2024 to invest in its supply chain.
Earlier, the company raised US$20 million in a Series A funding round to build its Arizona facility and expand its sales team.
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
