Oat drink brand PureOaty has unveiled a refreshed brand identity as it works towards solidifying its presence in the British oat food market.

The rebrand launched in mid-September and aims to bring a clearer and more distinctive look to the range and boost overall shelf visibility.

The refreshed packaging is designed to make it easier for shoppers to explore through the range and find the right products for different occasions, which aims to help with driving first-time and repeat purchases.

PureOaty aims to appeal to health-conscious shoppers through making simplified products that have four ingredients, water, oats, coconut cream and salt with no gums, flavours or added sugars, according to the business.

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.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“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.”

Additionally, the business has launched a PureOaty coconut oat drink which combines 15 per cent British gluten-free oats with coconut cream to create a naturally creamy drink.

The PureOaty coconut oat drink launches on 16 September 2026 and will be available for purchase through the Glebe Farm Foods website and Amazon, sold in cases of six for £12.30.

The brand’s entire range is available to purchase through the Glebe Farm Foods website, Morrisons, foodservice and retail partners as well as Amazon.