LCJ Mountain Farms Ltd plans to produce a clean label low GI chilled beverage, created from its cooked oats that takes inspiration from South American heritage but is produced in Britain from top quality British oats and sustainable farming practices. In line with South American tradition, the chilled oat beverage will be marketed as a family breakfast alternative, consumed by parents and children in the home. The ambition for this product is that it is also consumed on-the-go; an important point considering 41% of British employees now grab breakfast on the way to work. These consumers will be the main target market. Scaling up production from traditional methods to one that is commercially viable with an extended shelf life is a key challenge. InnovateUK funds will help stakeholders assess the domestic market opportunity as well as address the technological challenges involved in the successful manufacture of such a product. This will involve innovation in terms of system redesign (milling) and process design (food technology) to help break the current processing chain. The current processing chain involves using one of the large UK mills to produce an oat flake; a key ingredient of the oat beverage. There are significant barriers to entry due to the size of the mills which in turn limits NPD and precludes any direct provenance claims. A key milestone of the project is therefore to assess alternative milling technologies for the product in conjunction with new seed breeding technology (naked and husked oats). If successful, this innovation would reduce these barriers to entry, open up new markets for wholegrain cereals and in this case mobilise a specific provenance claim on the product. Considering this, the product has the following USP – This product is the only clean label chilled porridge beverage in the UK and with a specific 100% British family farm provenance claim.