Minnesota-based Seven Sundays is extending its breakfast portfolio beyond the cereal aisle with Oatcakes, a just-add-water pancake mix that delivers 10 grams of protein and more than 20% of the daily recommended fiber per serving. The product hits Target, Sprouts, and Fresh Thyme shelves this month at $7.49, with direct-to-consumer availability through SevenSundays.com.
The Product
Oatcakes are formulated without refined sugar, glyphosate, artificial flavors, or gluten — a clean-label profile increasingly demanded across the breakfast and snack categories at retail. The mix requires only water; consumers stir and cook it like a conventional pancake batter. Three SKUs launch at retail: Original, Double Chocolate, and a limited-time Pumpkin Spice.
The format is a deliberate category crossover. Seven Sundays has built its brand on oat-forward staples — cereal, granola, muesli, and protein oats — and Oatcakes represents its first foray into the $500-plus million U.S. pancake-mix segment. Founders Hannah and Brady Barnstable describe the product as a way to bring oatmeal's staying power into a more indulgent-feeling format without sacrificing the nutrition profile that drove the brand's core growth.
Channel Fit
"Oatcakes were our way of bringing a little bit of Sunday into the everyday," said Hannah Barnstable, Founder and CEO of Seven Sundays. "We want to give families the comfort and taste of pancakes with the nourishment of oats, making it easier to enjoy a breakfast that feels special, even on the busiest mornings."
For c-store buyers and category managers, the Oatcakes format fits a broader shift in packaged breakfast: shoppers are trading down from foodservice morning dayparts into convenient at-home solutions that still signal quality and nutritional intent. High-protein, clean-label breakfast items have outpaced conventional SKUs in the grocery channel over the past two years, and that momentum is beginning to reach the convenience channel's packaged-goods sets as operators look to fill incremental shelf space in morning daypart. At $7.49, Oatcakes skews toward the premium end of mix formats but aligns with where Seven Sundays already trades at Costco, Walmart, Kroger, and Whole Foods.
Seven Sundays has also been a consistent sustainability story — the brand reports saving more than 350 tons of food waste since 2020 through use of upcycled ingredients, a credential that resonates with ESG-minded retail buyers and a growing segment of health-oriented shoppers who read ingredient panels before they read price tags.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
