Sarah Woodhouse, Director at AMBITIOUS PR and TR100 Judge, Explains What She’s Looking for From Entrants The oat and granola combo is innovative as it adds flavour and texture to the three flavours in their range: Original, Cherry Bakewell and Apple Crumble. Epic Oats has faced into these challenges and created the healthiest instant-oat pot range in the UK which is the only one of its kind to have a top-hat of delicious crunchy granola which can be stirred into the comforting oats.

Epic Oats is the only oat pot in the UK with all green traffic lights and one of the first to be 100% HFSS compliant. Epic Oats has a HFSS score of -1. This is a key advantage for the brand as competitors seek to reformulate their products to capitalise on promotional opportunities instore. You can eat them cold right out of the fridge or warm them up for a minute in the microwave for a mug cake-like feel.

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Daniel Knightley, founder of Epic Oats said: “Our range of British oat pots have been created with both taste and health in mind. We spent a long time perfecting the additional crunchy granola topping so it offers something unique to the category. 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. 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. The best part is that these chocolate overnight oats are ridiculously delicious, like eating a piece of cake, but good for you! What Does This Recipe Taste Like

Scott Simpkin, Senior Associate at Seedrs and TR100 Judge, Explains What He’s Looking for From Entrants 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 Founder. Starring Michael Keaton. It’s basically the story about how McDonalds started. Amazing story. And the man's sheer will to pursue his vision of what McDonalds would become just gave me goosebumps! Absolutely incredible. 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 Chocolate and peanut butter: who can resist? Add oats to the equation, and you have a super tasty and nutritious meal with plenty of benefits for your health. It takes 5 minutes or less to assemble the ingredients in a jar and store them in the fridge, where the oats practically “cook” themselves overnight.

There’s always a lightbulb moment before the beginning of a new venture. What was that moment for you?

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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. The plan is to establish ourselves with good listings that will ensure a foothold here in the UK and Europe. In the second year, we intend on breaking into the US market, as it’s my second home and our product would excel there once introduced. Chocolate peanut butter overnight oats taste like dessert! Oats have a neutral flavor that absorb whatever you add to them, meaning: this recipe tastes like that irresistible combination of chocolate and peanut butter!

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! A single 195g pot contains 14g of protein and it contains 67% less sugar than the market leading product with approximately just 5g of sugar in each pot. (This figure has been taken by comparing Epic Oats Original oat pot with Quakers Golden Syrup Porridge Pot. Per 100g, Epic Oats Original contains 5.2g of sugar and Quakers Golden Syrup contains 16g).How did you conquer those moments of doubt that so often affect entrepreneurs or stop many with great ideas - what pushes you through? On-the-go porridge pots may seem like a healthy option but they can be loaded with added sugar, salt and fat. The Epic Oats trademark was assigned an Application Number # UK00003587531 by the UK Intellectual Property Office (UKIPO). 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.