Stoats Porridge Bars

Stoats Porridge Bars started out selling quality fresh porridge direct to the consumer through farmer’s markets and music festivals, taking advantage of growth in the oat market and a trend towards healthier convenience foods. On the back of this the company launched a range of oat based bars and other related products.

“We’ve picked up importers and new business in the States and we’ve also been able to research our competitors and look at similar products overseas” – Tony Stone, Managing Director of Stoats Porridge Bars 

The challenge

Tony Stone and Bob Arnott, the founding duo behind Stoats Porridge Bars, started out selling porridge at farmers markets and music festivals. Three years ago they experimented with selling oat bars, which immediately found a market among enthusiastic foodies. Tony and Bob seized the opportunity for faster growth by focusing on the new product.

As the company added new sales accounts, the management team’s lack of operational and sales experience meant they struggled to professionalise its operation and reach its potential.

“We realised pretty quickly that we didn’t have the expertise or knowledge to take it to the next level,” says Tony, the firm’s Managing Director.

The solution

Scottish Enterprise arranged a strategy workshop for the company to help clarify its aims. It then provided a comprehensive range of services and advice to help the company professionalise its operations including overhauling the back office systems and improving both its branding and point-of-sales materials.

It also provided help with training, says Tony. “Bob went through a sales course. It’s not really his background but he does a lot of it now and the course has helped him become a much better sales person.”

How SDI helped

Scottish Development International (SDI) also provided assistance by helping the firm find export markets via trade shows in England, continental Europe and the USA. “We’ve picked up importers and new business in the States and we’ve also been able to research our competitors and look at similar products overseas.”

BRC food accreditation has enabled the company to start targeting the larger retail brands, which should make a dramatic difference to growth in the future, says Tony.

“This has opened the doors to some big accounts that wouldn’t have looked at us without it. It means we can pitch to anyone now – the big chains, nutrition companies and health food stores. It should be a big driver of growth and volumes.”

The impact

Stoat’s is in the process of launching a new range of oat bars as well as re-launching the existing range of Porridge Oat Bars following a complete re-design of labels and packaging.

The company has achieved sales of £600,000 and expects to increase this by £200,000 a year, says Tony.

“The process we’ve gone through has really helped us become more efficient and professional and we’re already getting our products into some of the multiples.

“The plan now is to keep growing. We’re signing up more retailers, bringing in new accounts and developing more products. We’re also looking at new opportunities in sports nutrition, the travel sector and through food service channels.

“We’re still a small company but we’re becoming more international and for us this is quick growth. Without the help of SDI and Scottish Enterprise we would not have done the trade shows, the rebranding or the international sales drive. There’s no doubt we would be a lot smaller without their knowledge and resources.”

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Go to the Stoats website