In a world where everything from sleep to stress levels and recovery can be optimised, UNCLE TOBYS has identified the next frontier: remembering breakfast. Enter the Oat Ring – a wearable with one job of reminding you to put your overnight oats in the fridge for tomorrow’s breakfast.
“The Oat Ring is probably the least advanced wearable ever created, and that’s exactly the point,” says UNCLE TOBYS Head of Marketing, Kimberley Finsten.
“It doesn’t measure, monitor, or optimise a thing. It just reminds you to put your Overnight Oats in the fridge before bed. In a world obsessed with tracking everything, we’re celebrating something much simpler: making it easier to start the day with a nutritious breakfast.”
Back to basics
The launch comes as nearly a third of Australians aged 18+spend more than $3,300 a year on wellness products and services, while over half (55%) say they feel fatigued and overwhelmed by wellness content – from sleep scores, 4:30 am alarms and ice baths, to mouth tape, vagus nerve stimulation and the latest cottage cheese trend.
Developed in response to over one in two (56%) Australians skipping breakfast at least once a week, the UNCLE TOBYS team is launching the Oat Ring as part of its Oatimisation Protocol – a no-fuss routine for making breakfast happen:
To champion the Oatimisation Protocol, UNCLE TOBYS has appointed Liam Stapleton as its first C-OAT-O (Chief Oat Officer). His extensive lack of experience running a multinational tech company made him uniquely qualified to launch a tech ring that tracks absolutely nothing.
“The wellness industry keeps telling us we need more data, more tracking and more optimisation,” he said.
“We had a different idea. What if people just needed a reminder to make breakfast?”
Limited Edition UNCLE TOBYS Oat Ring
A limited number of Oat Rings are up for grabs. To be in the running, consumers can visit the pinned Instagram post on UNCLE TOBYS social channels and comment on the pinned promotional post, providing an answer to the question: “What’s the most unhinged thing you’ve done to “optimise” your life?” (in 25 words or less).
The competition commenced on 28 September 2026 and closes at 11:59 pm AEDT on 11 October 2026. UNCLE TOBYS Overnight Oats are available in a range of flavours at major supermarkets nationwide.
