Start-Up Hopes To Open Up Market Possibilities For Oats As A Grain, Not A Flake

A start-up company is basing its future on the idea that oats needn’t be only a flaky breakfast cereal. Grainful’s innovative concept is that oats are a grain – not a Quaker-processed flake – and can be prepared and eaten in place of rice for lunch and dinner. The company says the benefits of oats dovetail neatly with prevailing market trends, such as gluten-free, non-GMO, and whole grain. They are high in fiber, a plant-based protein, heart-healthy, low-glycemic index, etc. Grainful is ramping up commercialization after time spent market testing, scaling up and market validation. Products will be available in more than 1,600 U.S. stores by the end of 2016.