Better-for-you breakfast specialist ELEAT is venturing into retail with a major Holland & Barrett listing.
The news comes amid a blistering start to 2026, with year-on-year growth surpassing 100% through January and February.
The brand also celebrated two recent milestones in hitting 10,000 subscribers and winning a 4.9 Trustpilot rating from over 5,000 reviews.
Earning digital shelf space at Holland & Barrett marks yet another impressive checkpoint, while lowering the barrier to entry for new customers.
“Over the past three and a half years, we’ve been 99% D2C,” said co-founder Hywel Rose.
“But as we’ve grown, one piece of feedback has increasingly come up: ‘I just want to try one pouch to get started.’
“So, we’ve listened. We’re excited to share that ELEAT has officially begun its retail journey. First step: launching online with Holland & Barrett.”
The Future’s Looking ELEAT
Four of ELEAT’s bestselling SKUs lead the launch: Dark Chocolate Overnight Oats, Apple & Cinnamon Overnight Oats, Chocolate Cereal, and Cinnamon Cereal.
Each one offers a balanced bowl that’s high in protein, boosted with fibre and low in sugar, as well as being vegan-friendly and gluten-free.
Until now, ELEAT’s roster – which also includes Protein Granola – was chiefly sold via its online store.
The brand, launched in 2022, did previously land on Co-op’s shelves through the group’s Incubator programme.
However, this move is being credited as the official start of its path into retail. 400g pouches of ELEAT’s top-rated overnight oats are already listed on Holland & Barrett’s website, retailing at £7.50. Smaller 250g bags of its cereal are priced at £5.50.
The full breakfast range can be found on ELEAT’s website. Code GYMFLUENCERSAGENCY saves you 20%.
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