GERMANY – 3Bears, a Munich-based porridge and breakfast bar manufacturer, is poised to expand its market presence in the UK, leveraging a new partnership with England and Bayern Munich striker Harry Kane.
The collaboration comes as Kane takes on a minor stake in the company and assumes the role of brand ambassador, which includes featuring in marketing campaigns and promoting a new product line.
Founded in 2016 by Caroline and Tim Nichols, 3Bears has already made significant inroads in Germany, Austria, and Switzerland, selling its products through major supermarket chains and online platforms.
While living in the UK, Caroline Nichols, originally from Bavaria, developed a passion for porridge.
Upon returning to Germany, she recognized an opportunity to introduce oat-based products into a breakfast market predominantly occupied by pretzels and muesli.
“I saw in the data the renaissance of porridge,” she explained. “But even though I fell in love with it, I didn’t especially like the consistency of any of the porridge mixes I found in the UK.”
The company’s breakthrough came when Caroline appeared on the German business investment show Die Höhle der Löwen, leading to distribution agreements with several of Germany’s largest supermarket chains.
Despite this success, she acknowledges that work must be done to elevate porridge’s profile among German consumers.
“It’s not the breakfast for the masses,” she noted. “But you will see hot cereal or porridge on shelves in most German supermarkets now.”
With Kane’s endorsement, 3Bears aims to capture attention in the UK market, where porridge is already well-established.
The football star expressed his enthusiasm for the brand: “As an athlete, breakfast is the most important meal for me… When I discovered 3Bears, I was deeply impressed by how they take oatmeal to a new level.”
This partnership enhances Kane’s portfolio of endorsements and aligns with his commitment to health and nutrition.
Looking ahead, 3Bears plans to launch a dedicated Harry x 3Bears product range as part of this collaboration.
Caroline is optimistic about entering the UK market despite not initiating talks with local supermarkets yet.
“The Harry Kane association will help us reach more people there,” she stated. “People in the UK do like a good story.”
The company has already established a UK website and recently launched one in the Netherlands as part of its strategy to expand its online presence.
Currently employing 25 people with outsourced manufacturing, 3Bears has experienced consistent growth, achieving double-digit revenue increases annually.
Caroline revealed that their revenue now stands in the euro “double-digit millions.” She aims for 3Bears to become synonymous with oats in households across various markets.
Kane’s involvement extends beyond being a brand ambassador; he is also an investor in Insane Grain, a UK-based snack company that recently launched its product line featuring his name.
This multifaceted partnership illustrates how athletes can significantly influence consumer brands while promoting healthier eating habits.
As 3Bears prepares for its UK launch, it remains committed to offering a diverse portfolio of oat-based products designed to appeal to modern health-conscious consumers.
With Harry Kane’s backing and a strategic approach to market entry, 3Bears is set to make a notable impact on breakfast choices across Europe.
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