MYOM, the oat drink where you add water to a premix to get a delicious tasting milk alternative, has announced that it is launching in Whole Foods Market across London from January 29th.
Whole Foods Market is the MYOM’s first retail listing after an impressive year selling direct to consumers from early 2024. MYOM Original Oat premix in recyclable pouches will be available in two sizes - 65g to make 500ml and 130g to make 1l. Instore tasting will run from January 29th to February 2nd at the Kensington High Street store.
After winning twice at The Grocer’s New Product and Packaging awards 2024, MYOM also scooped up a platinum at the Plant-based Excellence Awards and was awarded 2 stars at the Great Taste awards 2024. Also, MYOM was one of only 8 European brands selected from over 1,200 hopefuls to join the Amazon Sustainability Accelerator 2024.
MYOM was founded by Mike Curtis a brand expert supported by a star-studded line-up of advisors and investors from the likes of Virgin, Innocent and Coca-Cola, many of whom he has worked with previously. Richard Pennycook, ex CEO of the Co-op Group, is the chairman.
“It’s never straightforward bringing a totally new product to market, but we have been blown away by the customer reaction to MYOM. Our desire has always been to create an oat drink that tastes fantastic. We also wanted to ensure it was nutritious – MYOM is naturally low in sugar and fats and contains more calcium than semi-skimmed dairy milk. And by getting people to add the water to MYOM at home rather than in a carton at a factory, it saves tonnes of packaging and transportation CO2 emissions, making MYOM one of the most sustainable milks available. Given Whole Foods Market’s reputation, it is perhaps no surprise that they are our first retail partner, and we couldn’t be more delighted,” said Mike Curtis.
“We're excited to launch MYOM in our stores. Their commitment to sustainability and innovation fits perfectly with what we're all about - nourishing people and the planet. We can't wait for our customers to try this game-changing product that's unlike anything else out there,” said Bianka Szatmari, Grocery Category Merchant, Whole Foods Market UK
Conversations with other retailers are progressing and news about further listings will follow soon.
