Ben da Costa is one of brilliant minds behind Oat Cult - the overnight oats brand inviting you to join the cult (if you dare). Having burst onto the breakfast scene earlier this year they've taken socials by storm with their standout packaging and provocative illustrative content as well as a debut brand film, parodying horror films like The Wicker Man, showcasing a fictional cult with a devotion to overnight oats - brought to life by a bootstrapped team of powerhouse creatives. The brand was born from a simple frustration: that breakfast is often a choice between "ultra-processed nonsense" or a "faff" you have to remember to prep 12 hours in advance. Oat Cult provides a simple solution: the UK's first ready-to-mix overnight oat sachets that are high in fibre, free from added sugar, and packed with 1 billion live cultures to worship your gut. Merging two of the biggest trends in food right now: convenience and gut health, wrapping it up in a bold, subversive brand that is hard to forget. In this episode, we're going to delve into them blowing their whole start-up budget on a make or break brand film, the risk it takes to make breakfast a bit more culty and why the food industry needs a bit more creativity and. Tuck in, if you're brave enough.