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SURREAL has expanded beyond the cereal aisle with the launch of its first-ever functional overnight oats lineup. Known for disrupting traditional breakfast cereal with high-protein and low-sugar formulations, the business is entering the hot and cold cereal market with SURREAL (not so) Overnight Oats.

Co-founded by Kit Gammell and Jac Chetland, the Somerset-based organisation is aiming to address growing consumer demand for high-protein, convenient morning meal solutions that require minimal preparation time.

The launch marks a significant portfolio extension for SURREAL, transforming the brand from a single-category cereal manufacturer into a multi-format functional breakfast provider.

Reformulating Overnight Oats for Speed and Convenience

Traditional overnight oats typically require several hours of soaking prior to consumption. SURREAL has engineered a formulation that drastically reduces prep time to five minutes, removing the need for advance planning while maintaining standard category naming conventions.

Each single-serve 75g sachet is formulated with a base of oats, seeds, freeze-dried fruit, and functional inclusions. The product offers versatility across three distinct preparation methods:

• Cold consumption as traditional overnight oats after five minutes of soaking

• Hot consumption as a quick-prep porridge

• Blending with milk or plant-based alternatives as a high-protein breakfast shake

Product Formulations and Flavour Variants

Positioned squarely within performance nutrition and convenient wellness, every sachet delivers more than 20g of protein alongside high fibre content and low sugar levels, avoiding artificial sweeteners or complex ingredient lists.

The initial rollout features six distinct flavour profiles:

🍫 Chocolate: Rich cocoa profile incorporating crunchy chocolate inclusions

🥜 Peanut Butter: Nut-dense formulation offering an indulgent savoury-sweet profile

🍌 Banana: Fruit-forward breakfast formulation featuring real fruit notes

🍓 Strawberry: Light fruity blend incorporating freeze-dried strawberry pieces

🍯 Honey: Naturally sweet classic breakfast profile designed for broad appeal

🌊 Salted Caramel: Sweet and savoury balanced profile for morning indulgence

Where is the product available?

SURREAL is executing the initial product rollout via its direct-to-consumer (DTC) e-commerce channel in the UK. To incentivise trial and basket size, the brand is supporting the launch with custom bundle offerings and a promotional branded overnight oats pot for early adopters.

The strategic push into ambient functional oats allows SURREAL to capture additional usage occasions across office, home, and on-the-go snacking environments, positioning the business to scale into retail distribution channels as production ramps up.