ELEAT is a functional breakfast brand founded in 2021 by university friends Hywel Rose and Hugh Hamilton-Green. ELEAT’s range includes high protein, high fibre and low sugar breakfast products. Launched via a direct-to-consumer model, the brand has grown steadily, approaching 10,000 subscribers in 2025. Its core range features protein cereal, protein granola, and protein overnight oats. With a growing footprint in the health and wellness space, ELEAT is focussed on “making nutritious mornings more accessible and enjoyable”.