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In a world where breakfast can often feel rushed and put on the back burner, 23-year-old Yara Merci’s concept ‘Autoful’ aims to make morning meals great again. “Oatful’s innovative concept is centered around being the first high-protein overnight oats in the GCC,” said Melshi, founder and CEO of the UAE-based brand. “Incorporating over 20 grams of protein, superfoods and fiber combined with a community-driven ethos.” , Autoful has set itself apart in the breakfast industry. We’re changing the boring old oatmeal industry with his three product lines: Protein Overnight Oats Mix, Ready-to-Eat Protein Overnight Oats, and Protein Granola. ”
Therefore, Autoful’s goal is to redefine breakfast by blending exceptional taste with health-conscious options. “We’re going beyond artificial flavors and incorporating a variety of amazing superfoods to create a nutritious and flavorful breakfast experience,” Merci added. “Oatful is more than just oatmeal. It’s a modern breakfast option created for the 21st century consumer.”
The vision for Oatful, which Merci launched in 2021, is also influenced by a desire to offer consumers truly healthy choices when it comes to food. “As I learned more about the food industry and nutrition, I became frustrated with society’s approach to food,” she says. “The food industry is manipulating the public, and the global perception of nutrition has become distorted and an unhealthy obsession. Proving that good food and healthy food are not necessarily mutually exclusive. I was forced to do it.”
Melci’s personal journey and passion for nutrition were the driving force behind her business idea. “I grew up eating overnight oats for breakfast every day, and it changed my life,” she reveals. “From high school until I went to my dream Ivy League school, I was involved in all the extracurricular activities, but I always started each day with a run. It gave me this great nutritional boost every morning. It became my first positive habit that helped me make better decisions throughout the rest of the day. It took too long. And at the supermarket, almost every oatmeal in the aisle is stuck in the old paradigm of carbs, sugar, and emptiness.” It’s cheap ingredients, and it all tastes the same, bland. ”
Oatful has three product lines: overnight oat mix, ready-to-eat overnight oats, and granola.Source: Oatsful
This would explain why Mersi decided to set Oatful apart with its commitment to quality ingredients and flavour. “We prioritize both protein content and raw material quality,” says Merci. “For example, our Vanilla Bean Overnight Oats boasts the exquisite flavor of Madagascar vanilla beans, while our dark chocolate version is enriched with ceremonial cocoa powder and Himalayan pink salt. Soaking in nostalgia, our cereal milk flavors are a fun journey back to your childhood.”
Source: Oatsful
And these flavorful products are definitely gaining attention for the brand in the local market. Autoful has also won a spot in the Spinneys Local Business Incubator Program in 2023. But the journey Merci has in mind for Autoful is not over yet. “I foresee sustained growth, particularly with our expansion plans extending beyond the UAE, encompassing the GCC and further afield, underscoring our commitment to making Autoful a global presence. ” she says. “We want to bring back the excitement of breakfast as a child and make people look forward to breakfast in the morning. There’s something so important about starting your morning right.”
Eureka!Yara Merci on how to turn ideas into great things
Get started – even if you don’t know how
“Starting into the unknown can be daunting, but it’s important to take the first step, even without a clear roadmap. Enjoy the journey of discovery one step at a time. I was initially unfamiliar with the complex business operations and legal aspects involved, but along the way I learned a lot. I learned that. ”
embrace your passion and purpose
“Identify your true interests and find what truly excites you. Also, find purpose by connecting your passions with the needs of society. When challenges arise, understand your ‘why’. It keeps me motivated.”
Prioritize community and customer engagement
“Build a network around your idea, understand your audience, and involve them in the development process. Their insights will be invaluable.”
iteration and innovation
“Embrace continuous improvement and develop a growth mindset. Learn from feedback and adapt to changing market dynamics.”
Related: Muna Al Gurg launches Meem Foundation to bring about sustainable change in the lives of women and girls in MENA
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