Listen Up Pte. Ltd., headquartered in Singapore, is a rapidly growing plant-based beverage innovator best known for its flagship brand, Oatbedient. The company specializes in oat milk products formulated without additives, refined sugars, gums, or artificial flavorings—positioning itself as a clean-label leader in the Southeast Asian dairy alternative market.
Company Overview
Founded with a mission to make healthy, tasty, and planet-friendly oat-based products accessible to all, Listen Up Pte. Ltd. brings together food scientists, marketers, and sustainability advocates under a single brand promise: wholesome indulgence with zero compromise.
The company operates under a direct-to-consumer (DTC) model alongside retail partnerships across Singapore, Malaysia, and selected international markets.
Core Business and Offerings
Oatbedient’s product line is divided across powdered oat milk beverages, ready-to-drink (RTD) oat milk formats, and brand merchandise:
Oat Milk Powders
- Original Oat Milk Powder
- Chocolate Oat Milk Powder
- Matcha Oat Milk Powder
- Mocha Oat Milk Powder
- Oat Milk with Oats & Chia Seeds
- Oat Milk Lite (reduced calorie)
Ready-to-Drink (RTD) Oat M!lk
- Oat M!lk Barista Edition (250ml & 1L)
- Oat M!lk Chocolate (250ml & 1L)
- Oat M!lk Zero Sugar (250ml)
Merchandise and Lifestyle Goods
- Oatdit Snugglemate Plushie
- Oatdit Ceramic Mug
- Oatdit Mini Plushie
These products are sold via Oatbedient's online store, major e-commerce platforms (Shopee, Lazada), and selected specialty grocers across Southeast Asia.
Unique Selling Proposition (USP)
Oatbedient products are made with a short, clean-label ingredient list. Core product characteristics include:
- No added sugar
- No artificial flavorings
- No emulsifiers or gums
- Gluten-free oat sources
- Vegan and dairy-free certified
In contrast to larger global brands that rely on stabilizers and sweeteners, Oatbedient’s formula appeals to health-conscious consumers looking for functional yet clean alternatives.
Financial and Operational Strength
Though Listen Up Pte. Ltd. is a privately held company and exact revenue figures are not publicly disclosed, available estimates and market performance suggest:
- Estimated annual revenue (2024): SGD 5–8 million
- Online customer base exceeding 100,000 in Singapore and Malaysia
- Consistent month-over-month DTC sales growth of ~15% as reported in Q1–Q2 2024
- Secured funding from angel investors and early-stage food-tech venture funds in 2023 to accelerate product innovation and international expansion
Export and Shipment Record
According to market intelligence and distributor records:
- Products exported to Malaysia, Indonesia, Philippines, Hong Kong, and the UAE
- Initiated pilot distribution in Australia and South Korea in Q1 2025
- Currently averaging 20–25 palletized shipments/month to overseas warehousing partners and regional logistics hubs
The company partners with Cold Chain Solutions and Ninja Van for last-mile delivery in Singapore and Malaysia, ensuring product integrity.
Target Markets
Oatbedient targets:
- Health-conscious millennials and Gen Z
- Lactose-intolerant and vegan consumers
- Fitness and wellness enthusiasts
- Coffee aficionados and baristas (Barista series)
B2B channels include boutique cafes, specialty grocers, and foodservice operators, especially in metropolitan cities across Southeast Asia.
Manufacturing and Technical Capabilities
- Contract manufacturing in FSSC 22000 and HACCP-certified facilities in Malaysia and Taiwan
- In-house QA team for formulation consistency and sensory profiling
- Proprietary dehydration and blending technology for soluble oat milk powders
- Packaging formats include biodegradable sachets, Tetra Pak cartons, and resealable pouches
Certifications and Compliance
Oatbedient products and processes comply with:
- HACCP and FSSC 22000 certifications
- Singapore HSA food safety guidelines
- Halal Certification for Malaysia and Indonesia markets
- EU-compliant ingredient sourcing
- Product testing via SGS and Eurofins labs for batch quality assurance
Customer Testimonials
“Oatbedient’s chocolate oat milk is hands-down the best I’ve tried—rich, not too sweet, and zero guilt.”
— Lifestyle Blogger, Singapore
“As a barista, the Oatbedient Barista M!lk froths incredibly well. Clean taste and no gum residue.”
— Café Owner, Kuala Lumpur
Key Achievements
- Top 3 oat milk brand in Singapore e-commerce rankings (Shopee & Lazada, 2023–2024)
- Featured on CNA Lifestyle, The Straits Times, and Vulcan Post for brand innovation
- Selected for Asia's Most Promising Food Startups by AgFunder (2024)
- Launched 100% biodegradable sachet line in 2024, reducing single-use plastic by 40%
- Successful retail launches in Cold Storage, RedMart, and Jaya Grocer
Listen Up Pte. Ltd. continues to drive growth with innovation, sustainability, and a strong consumer-first philosophy—redefining what plant-based indulgence can look like in Asia and beyond.
