PureOaty unveils refreshed brand identity alongside new Coconut Oat Drink

New look and simplified range puts taste, transparency and British oat provenance at the heart of the premium challenger brand

Glebe Farm Foods is unveiling a refreshed brand identity for its PureOaty drink range, alongside the launch of its new PureOaty Coconut Oat Drink, marking the next stage in the brand’s ambition to become Britain’s leading oat food company.

Launching from mid-September, the refreshed PureOaty identity brings a clearer and more distinctive look to the range, putting taste, trust, transparency and British provenance at the heart of the premium challenger brand.

Under the new strapline ‘Delicious oats. Made simply.’, the refreshed packaging is designed to deliver greater shelf impact while making it easier for shoppers to navigate the range and choose the right product for different usage occasions, helping drive both first-time and repeat purchase.

At the heart of the brand is Glebe Farm Foods’ belief that great taste starts with better oats. Produced using 100% British oats grown on a family farm and by trusted British growers, then milled and manufactured in Cambridgeshire, PureOaty benefits from complete control from field to finished product. Certified gluten free by Coeliac UK, it offers consumers a trusted dairy alternative without compromising on taste.

A fresh twist on oat drinks

Launching alongside the refreshed identity is PureOaty Coconut Oat Drink, combining 15% British gluten free oats with real coconut cream to create a naturally creamy drink with a subtle coconut flavour.

While many coconut drinks use rice or soya as their base, PureOaty’s new recipe combines British gluten free oats and real coconut cream, offering a genuinely different take on the category. Made with just four simple ingredients – water, oats, coconut cream and salt – it contains no gums, stabilisers, flavours or added sugars.

The new Coconut Oat Drink brings together two important plant-based segments, giving consumers a fresh, tropical twist on the oat drinks they already know and enjoy. Coconut is the second-largest plant-based alternative, growing volume sales by 3% in the last 52 weeks, while oat leads the way at 4.8%[1].

Delicious served chilled, blended into smoothies and shakes, mixed into cocktails and mocktails, or added to coffee, PureOaty Coconut Oat Drink offers a versatile choice for a range of everyday occasions.

Philip Rayner, MD and Co-Founder of Glebe Farm Foods, said: “Today’s consumers want more from the food and drink they buy. They’re looking for products that deliver on taste, quality and nutrition, made with simple ingredients.

“Because we grow, mill and manufacture our oats ourselves, alongside working with trusted British growers, we know exactly what goes into every carton. That control is central to what we do and helps us deliver the quality and consistency our customers know and love.”

PureOaty Coconut Oat Drink launches on 16 September 2026 and is currently available to purchase through the Glebe Farm Foods website and Amazon, sold in cases of six for £12.30. The rest of the PureOaty oat drink range is available to purchase through the Glebe Farm Foods website, Morrisons, foodservice and retail partners, as well as Amazon.