Look How Happy Brian Looks.
It’s really difficult to put words here that don’t feel self-important. We’re just a bunch of people trying to make really good oatmeal.
OK we’ll be honest - we weren’t 100% positive what we were doing when we started. We made mistakes, but we were always learning. One thing we always got right is making flavors our customers actually want... because we just ask them. Oats Overnight is the result.
5 years later, we're nationwide in retail. We've launched 20+ flavors and have grown a ton, all thanks to you.
How It All Began
Brian loved overnight oats as a fuel for demanding days. But the make-it-yourself version required too much time to prepare. So he made his own and wanted to share it with others.
“How Hard Can This Be?”
Brian began experimenting with formulas around his kitchen table. His tools were a bunch of plant-based ingredients, a coffee grinder, and Tupperware from CVS. Initial results were conclusive, “This tastes like sh*t.”
DIY Culinary School
We learned everything from the ground up. Here’s our recipe for progress: gather all your courage and lease warehouse space, research food production 16 hours a day, and hire your friends to join in the flavor development experiments. We ended up with three massively improved flavors to call our own: Chocolate Peanut Butter Banana, Green Apple Cinnamon, and Strawberries & Cream.
Enter The Vibratory Machine
Ah, the wonders of automation. Without this puppy, we’d only make enough Oats each day to stock a large kitchen cupboard. This meant we could build a line and scale.
Our Baby Is Born
Brian’s mom moved to Arizona to run fulfillment. Another friend designed the branding. And then we hung our digital shingle up. When the first order came in and it was from Brian’s brother, it was the best feeling in the world.
Did We Have Small Business Shipping Set Up? No!
But did we have car trunks and valid driver's licenses? Yes! This is Brian's trunk filled with Oats on their way to a USPS hub.
Squished, In A Good Way
It didn’t take long for our 1,700 sq. ft. warehouse to get snug. Demand grew, boxes multiplied, and certain staff members lost their office to eminent doatmain. They were also guilty of turning the warehouse lights off on other staff members as a practical joke, so we didn’t feel too bad.
New Digs For A Growing Family
With tens of thousands of online customers and 15+ employees, we needed a larger production space. If you’d like to see what a metric ton of chia seeds looks like, come visit!
Where We’re At Today
Where We’re At Today
Ever since the beginning days at Brian’s kitchen table, we’ve kept the production in-house. Most companies outsource production. But we’re a food company. Why wouldn’t we keep making food ourselves? This gives us the ability to check-in with customers and make rapid improvements to our recipe. In short, it allows us to make the best oatmeal in the world.
