Astō Consumer Partners, the investment firm led by industry veterans Clayton Christopher and Brian Goldberg, has made a $45 million growth equity investment in US breakfast brand Oats Overnight. With the investment, Christopher and Goldberg say they are betting on subscription-led consumption and disciplined retail expansion in an increasingly crowded better-for-you market. Oats Overnight, which sells flavoured oat-based breakfast shakes, surpassed $200 million in revenue in 2025, according to people familiar with the matter. The deal underscores growing investor interest in food brands that demonstrate repeat behaviour and omnichannel scale, rather than short-term trend appeal, as capital becomes more selective across consumer packaged goods. Astō said it views Oats Overnight as a platform business built on habitual use, with breakfast positioning offering daily consumption opportunities that many snack and indulgence brands struggle to replicate.