An overview of the Overnight Oats Bar products and why they are a great addition to a retailer's bar offerings.

2. WHAT ARE OVERNIGHT OATS?

3. Overnight oats are raw oats that have been soaked
overnight in liquid: popular choices include almond
milk, coconut milk, or Greek yogurt. W hen you soak
the oats overnight, the longer and slower process
helps the starches break down and helps your body
utilize the oats’ nutrients much more efficiently.

4. #overnightoats = 775k posts on IG
global oatmeal market = $2.5
billion by 2022
sales of bars = $7 billion in
2018
“overnight oats” = 1 million avg
monthly searches on Google

5. WHAT ARE THE DRAWBACKS?
Overnight oats take a
long time to prepare, and
aren’t very portable.
Mason jar of oats with a
spoon on a crowded
NYC subway in the
morning? Might get
messy…
Most overnight oats are
topped with fresh fruit,
granola, honey, chia
seeds, protein powders,
etc… which can take a
toll on your wallet.

6. WHAT ABOUT READY-TO-EAT
BRANDS?
Ready-to-eat brands can still be a chore to eat if you’re on the
move, and often require additional toppings if you don’t want to
compromise on taste. Additionally, they are not the most
environmentally sustainable way to eat Overnight Oats,
considering the tubs they come in are made of plastic.

9. Overnight Oats is a new kind of bar,
for a new kind of consumer.
Capitalizing on one of the largest social media food trends, Overnight
Oats by Detour is a new kind of bar for a new kind of consumer.
Overnight Oats revolutionized a staple breakfast food by making it more
enjoyable
& flavorful. Our bars take these core value propositions a step
further by translating Overnight Oats into bar form, giving
consumers of all ages a health-conscious, modern take
on breakfast on-the-go.

10. SocialMediaAdsFACEBOOK+INSTAGRAM

12. The perfect way to start any adventure…
INFLUENCER CAMPAIGN
• We designed beautiful boxes to encourage earned
media amongst real customers, as well as drive trial of
each of our flavors.
• Gave away 1000 boxes to Instagram and TikTok
followers from all over the country
• 500K impressions, 15K engagements on the campaign
itself
• Not counting the impressions and engagements
derived from 1000 winners sharing their boxes
online, increasing exposure and brand awareness
• 83% of Americans are more interested
in purchasing a product or service when they've
received a verbal recommendation from a friend or
family member. *

13. KEY ACCOUNTS
& MORE

14. KIND
apple cinnamon
pecan
LARABAR
apple pie
CLIFF
ZBAR
apple filled
BOBS
MILL
pb apple spice
ONO
apple cinnamon
NON-GMO? ✔️ ✔️ ✔️ ✔️ ✔️
GLUTEN FREE? ✔️ ✔️ X ✔️ ✔️
LOW SUGAR?
Less than 5 grams.
X X X X ✔️
HIGH
PROTEIN?
More than 8 grams.
X X X X ✔️
Competitive
Analysis

15. Past and Future Sales Trends for Hot and Cold Cereal
Over $500 MILLION
opportunity to capture this
consumer with the RIGHT
product
YEAR $ MILLIONS % CHANGE
INDEX
2014= 100
INDEX
2019=100
2014 10,953 - 100 106
2015 10,852 -0.9 99 105
2016 10,696 -1.4 98 104
2017 10,544 -1.4 96 102
2018 10,415 -1.2 95 101
2019(est) 10,314 -1.0 94 100
2020(est) 10,187 -1.2 93 99
2021(est) 10,045 -1.4 92 97
2022(est) 9,920 -1.2 91 96
2023(est) 9,800 -1.2 89 95
2024(est) 9,643 -1.6 88 93
Source: based on IRI InfoScan Reviews; US Census Bureau, Economic Census/Mintel
Whyare Consumers
Leaving the Category?
44%
39%
28%
18%
18%
8%
6%
5%
5%
5%
It has toomuchsugar
Eating otherfoodsforbreakfast instead
Tryingtocut downoncarbs
It has toomanyartificial ingredients
I'm eating breakfast less often
I am on aspecialized diet
Prep/CleanUp takes too much time
My household size decreased
I don't want to buy milkto add in
Other
”Why are you eating
cereal
less often than last
year?”
Base: 675 internet users aged 18+ who eat
cereal less often than last year-- 514 internet
users aged 18+ who eat cereal less often
and do not eat breakfast more often than last
OvernightOatsBar
addressestheseconcerns

16. Base: 1626 internet users aged 20+
Source: Lightspeed/Mintel
7%
12%
15%
17%
17%
26%
28%
32%
33%
34%
37%
38%
Caffeine
None of the above
Savory Flavors
AncientGrains
PotablePackaging
Low-Carb
Resealable Packaging
Natural Sugar Alternative
Added Protein
Functional Benefits
Packaged w/ Mix-Ins
No Artificial Ingredients
“Which of the following would motivate
you to try a new cereal?”
Base: 1626 internet users aged 18+ who personally consumed cereal in the past year
Source: Lightspeed/Mintel
“Which characteristics do you associate with each
of
the following types of cereal?”
Overnight Oats Bar Is Taking What Consumers Don’t Like about Cerea
Along with What they Want in a Breakfast to Create the Perfect Solutio
So, What do People Actually Want in a Breakfast?How Is Overnight Oats Bar Disrupting Breakf

18. THANK YOU
Chase Slepak
Vice President of Sales
chase@detourbar.com
724-816-1429