AG Barr – owner of brands including IRN-BRU, Rubicon, Tizer and Strathmore – has announced a deal to take full ownership of MOMA Foods Limited over the next three years, after agreeing an initial 60% equity stake.

Founded by Tom Mercer in 2006, MOMA has positioned itself as a challenger brand in the porridge market, using British oats, and now also produces low-sugar granola and bircher muesli branded products. It recently entered to the plant-based milk sector and is now the UK’s third largest oat milk brand.

“I’m hugely excited to embark on the next phase of MOMA’s growth with AG Barr,” comments Mercer. “I believe that together we can harness the passion that is integral to MOMA and grow into a significantly bigger brand. We’re 100% focused on crafting oats into the tastiest food and drink products we can, and I’m looking forward to the next leg of our journey.”

Adds Roger White, CEO of AG Barr: “I’m delighted that AG Barr is venturing into healthy oat-based products with such a great brand and an experienced team, led by Tom. Plant-based milk is a fast-growing category, in particular, and MOMA’s oat milk is a premium quality product with huge potential. This exciting investment is a positive indication of AG Barr’s growth ambitions.”