MYOM, a company offering a premix that turns into oat milk when water is added, has gained its first retail listing at Whole Foods Market stores across London.
MYOM Original Oat premix will be available in two sizes — 65g (makes 500ml of oat milk) and 130g (makes 1L). Tastings of the oat milk will be held at Whole Foods’ Kensington High Street store from January 29 to February 2.
Sold in recyclable pouches, MYOM is shelf-stable until water is added. The premix reduces the packaging waste and transport emissions associated with conventional plant-based milks, which are mostly water; it could also help to address food waste among consumers and food service outlets that only require small quantities of oat milk.
The Whole Foods launch follows a successful year for MYOM, which began selling its products direct-to-consumer in early 2024. Since then, the brand has received two accolades at The Grocer’s New Product and Packaging Awards, along with two stars at the Great Taste Awards.
“One of the most sustainable milks available”
MYOM was founded by brand expert Mike Curtis, with support from advisors and investors from Virgin, Innocent, Coca-Cola, and more. Former Co-op Group CEO Richard Pennycook 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,” said Curtis. “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.
“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.”
MYOM is already in conversation with other retailers, and more listings are expected soon.
