Oat drinks have been trendy for a long time, but oat drink powder has not yet made the big breakthrough. The startup Pelster's with a family-friendly concept and a diverse product range.
Anika Pelster had actually already found the ideal job for herself. She enjoyed her work as a tax consultant, auditor and manager at a large management consultancy, and she enjoyed working there a lot. However, 2020 was the year that brought her new perspectives. On the one hand, she became a mother for the first time. On the other hand, the restrictions during the pandemic gave her time to think about certain things. For example, the question of why there was milk powder for babies but no similar product for oat drinks.
Pelster's is a family business
They are known to be a more environmentally and climate-friendly alternative to cow's milk, but there is still a lot of packaging waste here. A powder solution would automatically reduce this significantly, including during shipping. But first the right recipe had to be found. It started with experiments in her own kitchen. Anika dried and powdered oats and eventually reached her limits, but had developed a precise idea of the product. This enabled her to start looking for a contract manufacturer with suitable technological know-how. She found what she was looking for in her region - her startup called AP Innovations GmbH is based in Altenberge near Münster.
The brand name, however, is Pelster's. The original idea of finding a cool name was quickly discarded in favor of the current version. Pelster's signals a certain down-to-earthness and that this is a family business. Anika's husband Marcel, an insurance broker, acts as managing director. The two children are always in the back of our minds when developing products. The range is aimed at the whole family and has long since offered more than just powder for oat drinks.
More than just oat drink powder
There is a reduced-sugar organic chocolate drink for the little ones, and adults can choose from four oat drink-based cappuccino varieties, for example. And the organic nut cream should appeal to all age groups. The focus, however, is still on the oat drink powder, which is available in three varieties: organic, barista and oat-almond. 100 grams makes one liter, and the packaging sizes include 250 or 1,500 gram bags and a 500 gram can.
Pelster's officially launched its own online shop in the summer of 2022. Before that, there was a product development phase of a good year and some complications with suppliers. The war in Ukraine and the associated increase in raw material prices played a role, as did the flood disaster in the Ahr Valley, which directly affected a packaging manufacturer. It was also a real challenge to make the brand known via social media and influencers, for example. This requires perseverance. After all, Pelster's has been able to double its sales every year so far and build up a loyal customer base that orders regularly.
A growing market
In the medium term, the goal is not only to increase brand awareness, but also to secure a listing in retail. To achieve this goal, it is important to get the benefits of the product, which requires explanation, into people's minds and to differentiate yourself from the competition. Parallel to Pelster's, several other suppliers have also brought oat milk powder onto the market. But Anika remains optimistic. The demand for milk alternatives continues to grow, as does the desire to avoid waste, which creates space for several companies. By positioning itself as a brand for the whole family with a wide range of breakfast-related products, Polster's has also created a certain unique selling point that it can build on. Reason enough for Anika to use her current parental leave to further advance her startup.
Photos: Pelster’s
Link to article: Pelster's makes oat drink powder for the whole family - Food Innovation Camp
