Export sales set to double as nutrition firm flexes in new international markets

Battle Oats, a Hull-based manufacturer of low-sugar protein snacks, is targeting to double its export sales over the next 12 months.

Since attending world’s largest food trade show, Gulfood, in Dubai, the business has increased its focus on the Middle East.

Distributors in Bahrain, Saudi Arabia and the UAE are now sending orders for Battle Oats’ products.

The company is also looking to enter the US market, as this is the world’s largest fitness industry by revenue and size.

To help start the process of exporting to the US, Battle Oats joined a trade mission to San Francisco supported by the Food is GREAT campaign – an initiative by the Department for Environment, Food and Rural Affairs (Defra) and the Department for International Trade (DIT) to help UK food and drink businesses sell their goods and services overseas.

The company has also had support from government Trade Advisers in Yorkshire and the Humber, who helped with regulatory challenges relating to exporting, such as obtaining the correct paperwork required for exporting to the Middle East.

Established in 2014, Battle Oats now exports to 15 countries around the globe.

Kevin Smith, co-founder at Battle Oats, said: “While we’ve only been exporting for a short while, it’s been brilliant to see how receptive overseas buyers have been to our products. A large part of this is simply because we’re a British company.

“We’ve even had requests to put the Union Jack on our packaging because consumers in some countries really revere UK products.”

He added: “The Middle East in particular presents a great opportunity for us. It’s a huge market and we’ve enjoyed doing business there. It’s very quick paced in comparison to other markets, and it is good for our cash flow as customers are happy to pay up front.

“DIT and Defra have been excellent in helping us broaden our horizons and realise the potential to export overseas. Its support can help other ambitious firms like us to take the leap into exporting.”

Mark Robson, head of regions –Yorkshire & the Humber DIT, said: “The Middle East is fast becoming a hot spot for savvy local food and drink producers like Battle Oats to capitalise on the region’s appetite for British food and drink.

“Exports to the UAE by Yorkshire producers alone increased by 33% in the year to March 2018. We have 29 International Trade Advisors in Yorkshire, including food and drink specialists, who are on hand to help firms on their exporting journey.

“I would encourage any business considering exporting its products to reach out to see how we can help. If Battle Oats can do it, so can your business.”

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