MOMA Foods is stepping up its category growth ambitions this autumn with the launch of five new SKUs across three categories, landing in Waitrose, Morrisons and Amazon from September.
The oat drinks and cereals brand is targeting incremental sales with a raft of innovation spanning flavoured oat milks, functional oat milks, RTD coffee and porridge, with each designed to tap into fast-growing consumer trends in taste, health and premiumisation.
The five SKUs include two flavoured oat milks – MOMA Salted Maple & Hazelnut Oat Drink and MOMA Pistachio Oat Drink, a fortified MOMA Immunity Support Oat Drink, a RTD MOMA Oat Chai Latte, and MOMA Banana & Peanut Butter Protein Porridge. All will also be available direct to consumer via momafoods.co.uk.
Natasha Thompson, Marketing Director at MOMA Foods says: “Consumers want flavour, function and quality from oats, and our latest launches deliver on all three. We’re giving retailers category-driving innovation, while staying true to our commitment to UK-grown oats and extraordinary taste.”
The launches build on MOMA’s refreshed brand positioning which launched last year, which puts taste front and centre, while also spotlighting its sustainability credentials. The business continues to champion its 60-mile farm-to-pack promise; sourcing, harvesting and packing all oats for its drink range within a 60-mile radius of its UK factory.
Flavoured oat milks take centre stage
Within total milk, iced coffee (+9%) and flavoured milk (+17%) are growing ahead of the category, but dairy alternatives continue to under trade in these spaces due to a lack of “exciting and delicious options”[1]. MOMA sees its latest launches as a means to unlock this category opportunity.
Within the dairy alt. market, oat leads the way with a 57% share and growing[2]. Combined with the knowledge that 28% of UK coffee shop consumers now opt for oat[3], MOMA is banking on at-home barista occasions to fuel category growth.
The two new flavoured oat milks deliver café-style taste without the cost or complication of syrups and equipment. Coffee ‘treat occasions’ are the second largest driver of consumption in the UK at 13.7% of coffee missions[4], and MOMA believes its latest launches hit the sweet spot of affordable luxury.
MOMA Salted Maple & Hazelnut Oat Drink (1L, RRP £2.20*) taps into the £940m UK hazelnut market[5] while consumer testing crowned it the most appealing autumn-inspired flavour.
MOMA Pistachio Oat Drink (1L, RRP £2.20*) answers booming demand: pistachio flavour in dairy products is up 15% YoY[6], while 2025 has been labelled the “year of pistachio” thanks to TikTok-fuelled trends like “Dubai chocolate”.
Both roll into Morrisons, Waitrose and Amazon from 22 September.
Functional oat drink innovation
MOMA Immunity Support Oat Drink (750ml, RRP 1.80*) launches 12 October in Waitrose, fortified with five essential vitamins and minerals plus calcium and B2. Each 250ml serving delivers 100% of your Vitamin D recommended daily allowance. Positioned as “your daily oat, boosted with benefits”, the SKU gives consumers an easy route into functional health without added supplements.
It lands as the global booster beverage market hits £111.4bn, with “immunity boosters” taking a 25% slice[7]. In the UK, almost half of adults fail to meet daily vitamin and mineral requirements[8], creating strong shopper demand for fortified everyday foods over supplements.
RTD and cereal extensions
Further NPD includes a MOMA Ready-to-Drink Chai Oat Latte (250ml, RRP £1.80*, Waitrose 12 October) — a plant-based blend of aromatic spices and creamy oat milk — and a MOMA Banana & Peanut Butter Protein Porridge pot (65g, RRP £1.30*, Waitrose 22 September) delivering 12g of protein per serving. Both will also launch on Amazon.
The launches follow the roll out of MOMA’s chilled range into Sainsbury’s last month which more than doubles the brand’s distribution points for the range, a huge step forward in their category growth ambitions.
*Price set at discretion of individual retailers.
[1] Nielsen w/e 12th July 2025
[2] https://nielseniq.com/global/en/products/product-insights/
[3] World Coffee Portal 2023
[4] Lumina Intelligence Eating and Drinking Out Panel, data collected 52WE 19/03/23 and 52WE 17/03/24
[5] UK Hazelnut Market Size & Outlook, 2024-2030,” 2025
[6] Global Growth Insights, “Pistachio Market Size & Insights Report [2025-2033],” July 2025. https://www.globalgrowthinsights.com/market-reports/pistachio-market-109869
[7] Fact.MR, “Booster Beverage Market Size, Share and Statistics 2035,” 2025.
[8] Nutraceutical Business Review, “Almost 50% of the population struggle to meet daily vitamin requirements,” March 2025.
https://wecovr.com/guides/uk-nutrient-crisis-half-of-britons-deficient-2/
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