Brands Built By Women: Oat Avenue

Celebrating emerging female-founded brands you'll want to know.

Since November 2025, we've been spotlighting inspiring consumer brands built by incredible women from all walks of life - founders who are creating a positive impact through their businesses.

We started Mindful Brand to support women succeed in business. Not just through what we do, but also in how we shop.

Deciding which businesses to support is a personal choice.

If, like us, you prefer to champion female-owned brands, we hope you enjoy this series.

Today, we’re featuring Oat Avenue, founded by Iva Danchova in 2021 in the UK.

About the Brand

Oat Avenue is the UK’s first granola butter - an oat-based spread disrupting the spreads market.

Created for spreads lovers and those with allergies, the brand offers a nourishing alternative in a category that has seen little change in years.

As consumers are constantly searching for new and better, Oat Avenue delivers exactly that.

Meet the Founder

Before launching Oat Avenue, Iva worked in the music industry but had always been a foodie with a desire to start her own business.

When Covid hit and she began working from home, she realised it was time to build something of her own.

She shared the idea of creating a spread made from oats with her husband - he said “yes, let’s do it” - and 9 months later, Oat Avenue was born.

How She Started

During Covid, Iva began experiencing digestive issues and discovered that nut butters were triggering them.

While searching for an alternative, she realised there were no options on the market that were both healthy and nourishing.

Seeing a clear gap, she decided to do something about it.

What She Learned

Iva has learned that if you want to launch a business, you have to make sure you love it - because you will have challenging moments and if the passion and determination is not there, it’s going to be very hard to keep going.

Where to shop

Oat Avenue is available to buy from Holland & Barrett, Ocado, Whole Foods, and Amazon. More information about the brand, please visit www.oatavenue.com.

Instagram: @oatavenue

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