MOMA Jumbo Oats

MOMA (an acronym for 'Making Oats More Awesome') was founded in 2006 by Tom Mercer, who started the brand by selling breakfast oats from a converted filing cabinet in Waterloo Station, London. The brand quickly gained popularity by providing high-quality, convenient breakfast options for commuters, eventually expanding into major supermarkets with a range of porridges, granola, and oat-based beverages.

The company prides itself on sourcing 100% of its oats from British farms, ensuring a short supply chain and supporting local agriculture. While the brand started as an independent startup, it underwent a significant transition in ownership when the British beverage giant A.G. Barr acquired a minority stake in 2021, followed by a full acquisition in late 2022. Today, MOMA operates as a specialized division within the A.G. Barr portfolio, maintaining its focus on premium, gluten-free oat products and sustainable manufacturing within the UK.