The three varieties of the US startup’s oat-based snack line– Cookies ‘n’ Dreams, Peanut Butter Graham Slam and Nuts About Berries – can be found in a range of national retailers including The Fresh Market, Kroger and select Target stores.
Parent company Anderson Trail was founded in 2003 with a line of packed granola snack and the Woats Oatsnack line was launched in March 2013. Company annual revenue has started to approach $1m.
Justin Anderson, founder and president of Woats, said he had big hopes for the brand – with nationwide expansion and new product development in the pipeline for 2014.
“While the details are under wraps, we can say that our fourth flavor will launch before the end of this year, and it will continue to build on the line of indulgent natural snacking that Woats is becoming known for,” he told BakeryandSnacks.com.
The company was also looking into line extensions, he said. “If it has the humble oat as the main ingredient, it’s on our radar.”
Inspiring kids: The punch behind the brand
“Our bullseye consumer is a 12-year old kid who dreams big,” Anderson said.
He said the company’s success so far could be owed to its simplicity, but also the brand strength that was generated by the company’s focus on inspiring young children.
This month, Woats teamed up with Lucy’s Love Bus – a mobile association that works with children with cancer – to provide oats snack pouches to children visiting the bus on its summer tour. The company also sponsored a child in California for integrative horseback riding therapies.
Anderson said such partnerships aligned with the company’s vision.
Every year, Woats pledged 1% or more of its revenues towards efforts to inspire kids, he said. “One percent of revenue is a tremendous commitment for any company, much less a startup like us. We will continue to pledge this to bring our mission to life.”
“As we grow, we continue to search for additional ways that we can inspire kids to harness their passions in sports, the arts, entrepreneurship and philanthropy,” he added.