Building an Authentic Brand: Lessons from Ali Bonar of Oat Haus

In the latest episode of the SHELF HELP podcast, I had the pleasure of speaking with Ali Bonar, co-founder and CEO of Oat Haus. Known for their flagship product, Granola Butter, Oat Haus is reshaping the spreads category with delicious, allergen-free options made from oats. What started as a personal journey of healing has evolved into a thriving business featured in retailers like Target, Whole Foods, and Publix.

Ali’s story is one of vulnerability, authenticity, and resilience.

Here are three key takeaways from our inspiring conversation:

1. Build with Authenticity and Purpose

Ali founded Oat Haus out of a personal need during her recovery from disordered eating. Unable to find a nut-free spread that tasted great, she began experimenting in her kitchen. Her journey resonated deeply with her audience, especially as she shared her story openly on social media.

Her advice: Share the “real” side of your journey with your customers. Authenticity fosters connection and builds trust. By letting customers in, they feel invested in your brand’s success, creating a loyal and engaged community.

2. Start Small, Learn, and Iterate

Ali began selling Granola Butter direct-to-consumer, using her social media following as a test market. The feedback she received helped her refine her product and understand her audience better.

When it came time to expand into retail, she took a measured approach, starting with one Whole Foods region before growing nationally. This strategy allowed her to scale sustainably while building awareness and demand.
Pro Tip: Retail is a long game. Establish a loyal community online first, then carefully expand into retail while ensuring you’re ready to handle the demands of larger partnerships.

3. Prioritize Mental Health and Sustainability

As a founder, Ali knows the pressure of running a business 24/7, but she’s learned the value of stepping back and prioritizing her well-being. “When you feel fulfilled and nourished outside of the business, you’ll be more effective and sustainable,” she shared.

She’s also applied this philosophy to her product offerings, focusing on inclusive ingredients that bring joy to more people without sacrificing quality or taste.
Takeaway: Investing in your mental health and building a brand with integrity ensures not only personal sustainability but also long-term business success

Looking Ahead

Oat Haus is now exploring new categories like granola while continuing to innovate in the spreads space. Ali’s dedication to creating products that make people feel included, cared for, and delighted is a testament to her thoughtful leadership and the power of purpose-driven entrepreneurship.

Find Oat Haus: Oat Haus products are available at Target, Whole Foods, Publix, and online. You can follow Ali on Instagram (@alibonar) and Oat Haus (@oat.haus) to stay updated on their journey.

What’s your favorite way to build authenticity with your customers? Share your thoughts—I’d love to hear them!

In harmony,

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