'Honestly unbelievable': Northern Ireland snack innovator heralded as one of Europe’s most influential young business people
The 29-year-old founder reflects on two years of rapid growth for her oat-based snack brand, including Dragons’ Den investment, a Forbes 30 Under 30 listing and expansion across the UK and Ireland
Laura Murphy, a mum of two young children, launched Oatco Superfuel, her start-up enterprise in Omagh and its novel range of natural ‘energy on the go’ oat-based snacks, at the Balmoral Show in 2025.
She admits she was both excited and nervous about what lay ahead for the business.
Laura (29) and her team had no idea what the future might hold when they took part in the busy FoodNI Northern Ireland Food and Drink Pavilion, one of the most popular attractions at the annual show. Exhibiting in the pavilion has helped many smaller food and drink companies find a route to success in sales both in Northern Ireland and abroad.
“We won Best Trade Stand that day. And I remember thinking, okay, maybe we’re onto something here,” Laura remembers.
“This year, we were back again in the Food Pavilion for the first time since launch. But this time we returned with over 1,000 stockists, a team of amazing people, a product range we’re genuinely proud of, and a lot of recent momentum, including a
Dragons’ Den appearance where we received three offers.
“Two years in and it still feels a little surreal. And I want to be honest about what those two years actually looked like. Because from the outside it can look like win after win. The reality?
“It’s scrappy. It’s challenging. It’s the waiting periods where you’re showing up every single day looking for wins that haven’t arrived yet. The late nights. The setbacks that test your resilience in ways you didn’t expect. The decisions that keep you up at night.
“There were moments when I questioned everything. And then momentum arrives, and it arrives fast. 0 to 1,000+ stockists. A product range refined by real customer feedback. A team of 20 people who genuinely believe in what we’re building and show up consistently.
“And a vision that gets clearer, not quieter, with every challenge,” adds Laura Oatco, she continues, was “created to solve the problem for natural energy ‘on the go’.
“We’re two years in and honestly feel like we’re just getting started. To everyone who has supported us, stocked us, tried us, cheered us on... thank you.”
She’s justifiably proud of her momentous appearance on BBC’s challenging Dragon’s Den which saw her win significant investment from entrepreneur Steven Bartlett, the founder of Social Chain in 2014 and a successful podcaster.
Laura has described her successful pitch on Dragon’s Den as “an out of body experience”. She’s now able to draw on Bartlett’s extensive business experience and his vast contacts to help drive the business forward faster.
“Walking into Dragons’ Den to pitch for investment for Oatco Superfuel has been one of the most nerve wracking moments of my life. Standing there with something you’ve built from an idea…knowing you have this opportunity to explain years of work.
“It was surreal.”
She is always quick to acknowledge the enthusiastic backing and talents of her team: “None of this would have been possible without the team behind me who share the same belief in what we’re building.
“They back big ideas. And this moment belongs to them just as much as it does to me.
“Building a successful business has taught me something important…You don’t step into big rooms because you feel ready and have it all figured out. You step into them because you’re willing to try.”
Another proud moment came when she was recently named on the prestigious Forbes 30 Under 30 list, recognising her as one of Europe’s most influential young business people.
Laura, commenting on the news, said it had been “honestly unbelievable”.
The Forbes 30 Under 30 is a set of annual lists published by Forbes magazine, the flagship US business publication, that recognises notable people under the age of 30 across various industries and regions. Originally launched in 2011, it has grown into a global franchise spotlighting young innovators, entrepreneurs, and change makers.
A genuinely outstanding recognition. Laura is one of the first from Northern Ireland to be highlighted by such an influential business publication.
Oatco Superfuel, now a FoodNI member company, Laura’s food innovation, specialises in oat-based snacks and breakfast products designed for busy, on-the-go lifestyles. The brand was created to fill a specific gap in the market, providing a wholesome, slow-release energy option for busy lifestyles without relying on heavy protein supplements or high-sugar confectionery.
The company offers two main product lines:
Oatco Super Bites - oat-powered energy balls designed to provide slow-release, natural energy without the heavy, chalky feel of some traditional protein bars.
Superfuel Pouches: High-protein overnight oat breakfast pouches.