The Challenge

Above Food Ingredients had built a differentiated supply chain for the highest standard of gluten free oats — including processing and bagging — but lacked a consumer-facing brand to capture value at retail. The mid-tier segment of cooking oats and oat-based baking mixes was underserved by quality, trustworthy gluten free options, and a new-to-the-world brand was needed to compete in it.

Our Approach

Recipe For Tmrw directed and managed the design of the full brand identity, and product portfolio for Eat Up!. We created a range spanning cooking oats (Quick Rolled, Old Fashioned Rolled, and Steel Cut) and oat-based baking mixes (Cinnamon Spice Muffin & Cake, Chocolate Muffin & Cake, and Oatmeal Cookie Mix). The brand was built on a regenerative farming story and a clean ingredient promise — gluten free, non-GMO verified, and COR certified — positioning Eat Up! as a brand consumers could trust to be better for them, their families, and the earth.

The Impact

Eat Up! launched as a fully realized consumer brand with a compelling portfolio across two high-growth categories, cooking oats and baking mixes, each grounded in a clean, plant-based ingredient story. The brand's differentiated positioning, rooted in Above Food's supply chain advantage, created a credible, durable presence in the mid-tier segment. Eat Up! successfully secured distribution in several major grocery retailers in America and Canada.