Stoked Oats Expands Beyond Breakfast With Alt-Rice
Oat-based superfood producer Stoked Oats announced it is moving beyond the breakfast aisle for the first time with the launch of a new innovation today: Stoked OatRice, an alternative rice product made from unprocessed oats grown in Regenerative Organic Certified (ROC) fields in Alberta, Saskatchewan and Montana.
“Our goal was to create a nutrient-dense, innovative alternative to traditional rice that aligns with our commitment to sustainability,” said Simon Donato, CEO and co-founder of Stoked Oats. “This revolutionary product, which has been in development for some time, delivers both significant environmental and health benefits by combining the power of regenerative farming with a focus on a healthier, more eco-friendly grain option.”
The company already sells a range of oat-based products including oatmeal blends, low-sugar granola and gluten-free oat-based pancake and waffle mixes. This new innovation utilizes the oat groat, which Donato claims is similar in size and shape to a short rice grain and offers a similar taste when cooked. He emphasized that the product does not use any unique processing methods or a specialty crop variety, but rather is the product of the oat’s natural properties and sustainable farming practices.
“We don’t feel that we are fitting a round peg into a square hole with this product, as some other rice alternatives seem to be doing,” he said. While the product can be cooked and served similar to traditional rice, Donato explained it offers a “slightly heartier and chewier consistency.”
Brands such as RightRice, Banza and Kaizen Food Company sell their own iterations of rice alternatives; notably all of those items include a combination or base of beans and legumes. RightRice, which still utilizes traditional rice in its formulation, enriches its product with the addition of lentils, chickpeas and peas. The latter brands utilize chickpeas and lupini beans, respectively, as the product’s base to generate higher protein content.
Beyond taste and functionality, Stoked OatRice is also positioned on top of its “superior” nutritional profile compared to traditional rice. The product contains 170 calories per serving, 6 grams of protein and 5 grams of fiber in addition to vitamins and minerals such as calcium, iron and potassium. Comparatively, traditional short grain rice offers 2 grams of protein and no dietary fiber, according to the USDA.
“Health-focused shoppers will appreciate the superior nutritional profile… while eco-conscious consumers will be drawn to the regenerative farming practices and minimal water usage,” said Donato. “The uniqueness of OatRice as an innovative and versatile rice alternative is likely to generate excitement in a category that has seen little change. Early feedback amongst focus groups and retailers has been incredibly positive, with a number of retailers looking to list the OatRice as soon as possible.”
The brand is currently working on securing retail commitments and expects to roll out OatRice to stores later this month. The product is currently available through its direct-to-consumer platform for $4.99 per 1 lb. bag and will also be listed on Amazon and Faire. As Stoked looks ahead it has plans to introduce additional OatRice varieties as well as new innovations to the pantry staple category.
“Disrupting the rice category in particular was not something that we set out to do,” said Donato. “Our goal is to present our oats as an option in multiple verticals and categories, and we felt that oats have been relegated to breakfast. We discovered the potential for OatRice while experimenting with whole oat groats for a family dinner and were so impressed, we started down the path to commercialize OatRice.”
