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Oat Of This World Perks With Oatopia


When you can’t find a product that fits your needs, the next step is to create your own product and brand. Endurance athlete Tamar Coleman did just that when she founded Oatopia in 2011 after finding a lack of delicious and nutritious snacks offered at sporting and fitness events. Tamar took it upon herself to change this and began catering at various events with her family at her side, offering a wide menu of oat-based foods including her homemade flapjacks.

Oat of this World Perks with Oatopia - image of flapjacks
Oatopia’s mission is to provide delicious enjoyment and energy to everyone 

More than a decade later, Oatopia is still a family-run and female-led business with Tamar’s daughters Yasmin and Sophie at the helm.

At the heart of Oatopia is the belief in living a healthy lifestyle and enjoying a balanced meal. Tamar’s family’s passion for oats and flapjacks has developed through her unique and irresistible flavors made with high-quality and sustainably sourced ingredients.

Oatopia is focused on providing the best for its customers. Inspiring others to lead a healthy lifestyle is a huge motivation for us as a business. It is one of our core values and one of the reasons Oatopia flapjacks exist,” says Sophie Coleman. “There are many facets to living healthy, one of which includes eating a balanced diet and so Oatopia’s mission is to provide delicious enjoyment and energy to everyone every day.”

Oatopia has a collection of delicious vegan energy balls made from flaked almonds, dried fruit, seeds, and so many more flavors. Some fan-favorite products include their three award winners, the Breakfast Bar, Peanut Butter Bar, and Salted Caramel Bar alongside the Almond Bakewell, Carrot Cake, and Biscoff. “We have over 20 flapjack flavors to choose from so we really spoil our customers for choice,” says Sophie. Our community has steadily grown over the years, and we receive messages from customers all the time to say how much they love and appreciate our products.”

Oat of this World Perks with Oatopia - image of Biscoff oat flapjacks
Oatopia has over 20 flavors for customers to choose from 

Oat of this World Perks!

Oatopia’s rewards program is appropriately named, “Oat of this World Perks”– rewarding customers 10 Points for every £1 spent, with every 100 points being £1 off.

Customers can earn a sign-up bonus of 100 points and points for celebrating birthdays or taking social media actions like a follow on Instagram. “Our Smile rewards program is working really well. Most of our returning customers are signed up to the program and we see them redeeming their reward points frequently on orders,” says Sophie.


Oatopia’s loyalty program has brought immense value to their business. Smile has driven over 12% of revenue for Oatopia since they launched their loyalty program 6 months ago. “It encourages customers to continue spending in our store as they feel valued, therefore we have seen a good retention of new and old customers.”

“A key feature is that our customers earn significant points on every order they place, so they feel well rewarded and included to continue ordering,” says Sophie.

Before a loyalty program, Oatopia had returning customers signing up for a discount with different emails. “We offer a first-order sign-up discount on our website and prior to having the rewards program, we found the same customer would use several email addresses to claim a first-order discount. Since starting the reward program we have seen a fall in this customer behavior.”

Oatopia is building an incredible movement of bringing healthy snacks to its customers, community, and the world.

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The Smile.io Blog

This originally appeared on Smile.io and is made available here to cast a wider net of discovery.
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