# #59 Welcome to the Oat Haus! Celebrity Collaboration, Sprouts Launch, and Mental Health with Ali Bonar

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-08-30
- Length: 1h 00m
- Episode: 36
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea
- Listen: https://share.transistor.fm/s/63715cf7

## Summary

Ali Bonar, Co-Founder and CEO of Oat Haus, discusses the evolution of her oat-based spread brand from a side hustle to a national retailer presence. She details the strategic launch of the Brownie Batter flavor in collaboration with Jameela Jamil, the challenges of securing a national Sprouts Grocery launch, and the importance of hiring scrappy early employees like VP of Sales Todd and VP of Marketing Lisa. Bonar also opens up about her mental health journey, the isolation of scaling a business, and her methods for maintaining founder wellbeing.

## Chapters

- [0:25](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea#t=25) Introduction and Product Overview
- [11:16](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea#t=676) Founding Story and Early Production
- [17:51](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea#t=1071) Brownie Batter Launch and Jameela Jamil Collaboration
- [30:14](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea#t=1814) Sprouts National Launch and Retail Strategy
- [36:27](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea#t=2187) First Business Hires and Team Building
- [44:50](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea#t=2690) Founder Mental Health and Wellbeing
- [54:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-08-30-59-welcome-to-the-oat-haus-celebrity-collaboration-sprouts-launch-and-mental-hea#t=3243) Decision Making Frameworks

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)

## Most relevant to

companies scaling up

## Mentioned

- Oat Haus (company)
- Granola Butter (product)
- Brownie Batter (product)
- Jameela Jamil (other)
- Sprouts (company)
- Whole Foods (company)
- Shark Tank (other)
- Lauren Leavell Fitness (other)
- Clavio (tool)
- Erewhon (company)
- Thrive Market (company)
- Harris Teeter (company)
- Fresh Market (company)
- Central Market (company)
- Trader Joe's (company)
- Facebook (other)
- Instagram (other)
- TikTok (other)
- Bon Appetit (other)
- People Magazine (other)
- The Today Show (other)

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- [Happy Family Organics: Shazi Visram (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-07-04-happy-family-organics-shazi-visram-2020) (How I Built This)
- [Live From The HIBT Summit: Stacy Madison of Stacy's Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-12-live-from-the-hibt-summit-stacy-madison-of-stacys-pita-chips) (How I Built This)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)
- [Advice Line with Stacy Madison of Stacy’s Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-16-advice-line-with-stacy-madison-of-stacys-pita-chips) (How I Built This)

## Citing this page

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