Is Oatein Ltd Still in Business? (2026 Update)
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Look for Oatein Ltd on AmazonFull story →Two former boxers pitched low sugar, high protein snacks built for the fitness crowd, in series 16.
Their business is doing well today, having grown into a genuinely global export operation.
Betting on a Fast-Growing Snack Aisle
The founders wanted £50,000 for a quarter of the company, backing their own read on a UK market hungry for protein-heavy snacks at a time the category was still expanding quickly.
Peter Jones took the deal for the full amount. His broad retail and consumer product background suited a food brand that needed distribution moving fast.
Exports Now Carry the Business
Almost all of the growth since the pitch has been driven by sales abroad, especially strong demand out of the Middle East. Export figures now show upwards of 2.5 million snacks shipped across more than 50 countries, with roughly 90 percent of turnover coming from outside the UK.
That is an unusual shape for a business that pitched as a domestic healthy snack brand. A Newcastle marketing agency has also been brought on to raise the company's profile further, a sign of a business still investing rather than coasting.
A Quieter Route to Growth
Leaning this heavily on exports brings its own risks, currency swings and shifting trade rules among them, but it also means the company is not entirely at the mercy of an increasingly crowded UK snack market.
Expansion abroad, mostly through wholesale partnerships in other markets, has driven far more of this than any push for extra supermarket shelf space at home, a quieter growth route, though probably a more durable one for a manufacturer this size.