In a world where nut butters dominate shelves and allergen-friendly options are often limited, Oat Avenue has carved out a delicious new path. Founded by couple Iva and Thiviyan during lockdown, the brand began as a kitchen experiment and grew into one of the UK’s standout names in allergen-free spreads and granola butter. Their signature creation - a smooth, creamy spreadable granola made from Scottish oats - has captured the hearts of food lovers, families and those seeking inclusive alternatives to nut butters.
Today, Oat Avenue jars can be found in 600+ Holland & Barrett stores, praised for their simple ingredients, innovative flavours and commitment to allergen-safe production. We caught up with founder Iva to talk flavour development, small-batch manufacturing, sustainable packaging and the journey from home kitchen to nationwide retail.
What inspired you (and Thiviyan) to start Oat Avenue during lockdown? How did that initial spark turn into the brand you have now?
During lockdown, we were both working from home and finally had the time to slow down and think creatively. As long-time nut butter lovers, we realised the nut butter aisle was becoming a bit stagnant. The same exact brands, the same flavours, nothing new or exciting. At the same time, we noticed that none of the spreads were suitable for people with nut allergies. That gap in the market sparked something in us. We started experimenting in our kitchen, playing with oats, flavours and textures and one idea eventually turned into Oat Avenue.
You describe your signature product as “spreadable granola.” Can you walk us through the process of how you developed that recipe? What were some of the biggest challenges in getting the texture right?
We wanted something that had the comforting flavour of granola but in a smooth, spreadable form. The hardest part was balancing the texture. Granola is naturally crunchy, so turning that into a spread without nuts was quite the challenge. We spent months tweaking roast levels, grinding methods, and ingredient ratios. The breakthrough came after 9 months working on the recipe.
How did you decide on your flavour lineup (Original, Chocolate, Raspberry, Matcha, Chai Spiced)? What goes into choosing a new flavour, and are there any you’re working on next?
We started with flavours that felt familiar but elevated, something comforting but different enough to stand out. We first launched the original and chocolate. Then a year later we launched raspberry as we wanted to have a fresh summer flavour. Then the chai spiced one to create that cozy, wintery vibe. And this year we launched the matcha flavour
When developing new flavours, we focus on three things:
- Does it taste great on its own? A lot of our customers eat granola butter straight out of the jar so it’s very important that the product tastes amazing on its own
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Does it add something new to the lineup?
We’re always working on new flavours (and have a couple in testing right now!) - Does it hit the spot – We don’t launch new flavours just for the sake of it. If we don’t love the flavour and we are not obsessed with it - we simply won’t put it out.
Your granola butters are free from the top 14 allergens. Why was that such a priority for you, and how has that shaped your product development?
It started with recognising how limited options are for people with allergies. We wanted to create a product that everyone could enjoy together: kids, parents, families, schools. Being fully allergen-free means every ingredient has to be chosen carefully.
Where do your oats come from? What factors do you consider when sourcing your raw materials?
Our oats are proudly Scottish and sourcing them locally is something we’re very proud of. We work with trusted Scottish suppliers who meet strict allergen controls and share our commitment to quality. For us, sourcing comes down to three things: quality, traceability, and allergen safety. Oats are the heart of our product and using Scottish oats gives our spreads a naturally wholesome flavour and texture.
Why is small-batch production important for Oat Avenue, and how do you balance that with growing demand?
Small-batch means freshness, control and consistency. It ensures every jar tastes how it should. Balancing this with growth has been a learning curve. We’ve invested in better equipment, optimised our production flow, and expanded capacity without losing what makes our product special.
How do you approach sustainability in your packaging, and do you have more sustainability goals for the future?
We use recyclable materials and keep packaging minimal. Sustainability is a long-term journey for us - we’re currently looking at ways to reduce waste, improve materials further, and eventually introduce refill or bulk options as we scale.
What are some of the most creative or surprising ways customers have used your granola butter? Do you have a favourite?
We’ve seen everything - stuffed dates, frosting, pancake drizzles, stirred into porridge, dolloped on yoghurt bowls, even in overnight oats. Someone once used it in a salad dressing! My personal favourite changes all the time, but right now it’s spreading Chocolate granola butter on warm toast.
How do you balance nutrition with indulgence when creating your products?
For us, the two don’t have to be opposites. Oats naturally have a satisfying, wholesome profile, so we build around that. We use simple, recognisable ingredients – most people will have all of them in their pantry. We use organic coconut sugar as a sweetener as it’s important for us to be refined sugar free.
Oat Avenue is now stocked in 600+ Holland & Barrett stores. What was that journey like, and what’s next for distribution?
It was a huge milestone for us. Seeing our jars on shelves across the UK was surreal. It took us 3 years to get there. But everything happened at the right time.
Next? We’re focusing on expanding into more retailers in the UK, growing our online presence and exploring international opportunities.
What has been your biggest learning curve since launching, and how have you navigated it?
Finding a reliable manufacturer. For the first 1.5 years we were producing at home in our kitchen. We were struggling to find an allergen free manufacturer for a while. It was only when we found one we were able to grow and scale up.
Where do you see Oat Avenue in the next 3–5 years?
We want Oat Avenue to be the go-to alternative to nut butter not just in the UK but internationally. We hope to expand the range, launch new oat-based innovations and become a pantry staple in households across the country.
How do you build community around the brand, and what values do you hope Oat Avenue stands for?
Community is everything to us. We connect through storytelling and engaging with the community on a daily basis. Our hope is that Oat Avenue stands for inclusivity, creativity, and products that genuinely make life easier and more joyful for families.
What advice would you give someone who wants to start a food brand in the allergen-free niche?
Start with a real problem you’re solving. Test relentlessly but start before you’re ready - nothing will ever be perfect. Make sure your product tastes incredible - flavour and experience come first. And don’t be afraid to ask other founders for help!
What’s your personal favourite way to enjoy granola butter, and has that changed since creating the brand?
I enjoy different flavours in a different way. I love it on porridge, the chocolate on a rice cake or toast. Raspberry stirred into yoghurt. Chai spiced on pancakes. Matcha with overnight oats. The best part of creating a product is discovering new ways to enjoy it, even years later.
From late-night recipe testing to becoming a go-to alternative to nut butter in the UK, Oat Avenue represents creativity, community and the belief that great food should be enjoyed by everyone. Iva’s journey highlights the power of solving a real problem, staying true to flavour, and building an inclusive brand rooted in allergen-friendly innovation. With new flavours in development, plans for wider retail distribution and future oat-based launches on the horizon - this is just the beginning for Oat Avenue.
If you’re looking for a wholesome spread that’s nut-free, top-14-allergen-free and made in small batches using Scottish oats, Oat Avenue deserves a spot in your kitchen. Explore their range, try their flavours on porridge, toast or straight from the jar - and follow along as the brand continues to grow, inspire, and redefine the granola butter category.
