Oat Milk Goodness Secures Funding for Protein Oat Milk
OMG Group has raised A$1.5 million to fund the launch of three new protein oat milk flavours at Woolworths in late 2026, supported by a manufacturing
Australian plant-based milk brand Oat Milk Goodness will launch three new protein oat milk flavours in Woolworths supermarkets in the fourth quarter of 2026. Its parent company, OMG Group, has secured A$1.5 million in funding to support the rollout.
The funding round includes a A$350,000 cornerstone investment from family-owned drink producer Slades Beverages. Slades is set to become OMG Group's oat milk manufacturing partner. OMG Group CEO Alex Aleksic called Slades's investment "particularly significant." He stated it was a strong endorsement of the company's growth prospects.
An additional share purchase plan aims to raise a further A$250,000. Combined, these efforts are expected to provide OMG Group with approximately A$1.75 million in new capital.
New Protein Flavours Launching Nationally
The new products are strawberry-matcha, peanut butter-banana, and salted caramel variants of the brand's existing PrOatein line. They will be stocked at 943 Woolworths stores. The launch is part of a broader national strategy that includes distribution through other grocery, petrol, and convenience channels.
Oat Milk Goodness was co-founded in 2019 by cricketer Steve Smith, Tony Adams, and Daniel Rootes. The brand was acquired by OMG Group in 2024 for A$3.4 million. Its current lineup includes a barista oat milk and two ready-to-drink PrOatein flavours.
Capital for Matcha and Manufacturing Scale
The raised funds will be directed towards several areas. These include securing increased matcha supply for the company's Omura Matcha and Matcha Mode brands, supporting inventory for the new PrOatein range, and covering general working capital.
The partnership with Slades Beverages is expected to generate manufacturing and supply chain efficiencies. These will come from increased scale, better production planning, and closer coordination between the two companies. The relationship will also support new product development initiatives.
Market Context and Company Performance
Research indicates protein is the most important on-pack nutritional information for Australian consumers. Innova Market Insights notes rising demand for high-protein and high-fibre claims, particularly within plant-based foods.
OMG Group reported a 48% revenue increase to A$6.13 million for the 2026 financial year. Gross profit rose by 52%. The company also owns vegan snack brand Blue Dinosaur and has signed a deal to bring its products to Vietnam.
CEO Alex Aleksic said the capital leaves the company well positioned to continue scaling and achieve cashflow breakeven. The development follows other recent Australian plant-based protein launches, including a high-protein vegan cheese and clean-label plant-based chicken.
