About us

MOMA was started 15 years ago by Tom in a railway arch in south east London – we’re still a small challenger brand based in the Deptford arches where it all began.

Awesome oats

Oat Pioneers

Whether we’re developing new products or discovering oaty flavour combinations, we’re happiest when we’re finding ways to elevate oats.

People First

We wouldn’t be anything without our dedicated team and fans, which is why they always come first.

Proudly British

We’re committed to sourcing the best of British ingredients whenever possible, so that the quality is high but the food miles are low.

History

24 Feb 2006

We launched our first breakfast stall at Waterloo East station, feeding hungry commuters from our converted filing cabinet on wheels!

2009

We landed our first supermarket listing with Waitrose and expanded our stalls to nine London train stations.

2009

Our jumbo oat porridge range launched starting with instant porridge pots.

2015

MOMA teamed up with British Military Fitness to host pop-up porridge bars at their nationwide race events. The ‘pimp my oats’ porridge bar featured a mouth-watering selection of 25 toppings.

2016

Our first major advertising campaign went live with 750 posters across all the London Underground stations.

2017

MOMA officially becomes the fastest growing porridge brand in the UK.

2018

We launched our pop-up restaurant ‘Oat Cuisine’ in Soho Square, serving up an 8 course oaty tasting menu, with all proceeds donated to charity.

2019

We began our partnership with school breakfast clubs across the country to help more kids start the day with a nutritious breakfast.

2020

Our oat drink range hit the shelves in March, and our Barista Edition won a Great Taste Award!

Tom’s Story

The MOMA journey began when Tom became frustrated with the lack of healthy breakfast options available to people on the go. After lots of deliberation it was decided oats would be the key ingredient in his breakfast creations as they are grown in the UK and keep you full for longer. After a few rounds of successful sampling in train stations, Tom took the plunge and quit his job, creating a range of oat smoothies and bircher muesli that he sold from a filing cabinet in Waterloo station. Now 15 years later, the brand has come a long way from these humble beginnings, and continues to move in new directions with oats still at the heart of it. We now make a range of porridge, oat drinks, bircher muesli and granola to be enjoyed at home or on-the-go and hope to continue oaty innovation in the years to come. Watch this space!

We Support British Farming

At MOMA, oats are the hero ingredient in everything we make, from our porridge to our oat drinks.We all know oats are wholesome, tasty and healthy but they have great sustainability credentials too. Whenever possible we source our oats from local British farms to ensure the quality is high but the food miles are low. The exception to this is our Oat Drinks, which are made in the EU, but we continue to evaluate this to see if we can bring production closer to home.

OATS FOR ALL

To sum up in five words: No one gets left oat. We work hard to create delicious free-from products so that coeliacs, vegans, flexitarians and people with lactose intolerance can enjoy the great taste and health benefits of oats, but we also have products that contain dairy. We provide great oaty choices and the rest is up to you.