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Upright isn't accepting new investments

Upright’s deadline was February 1, 2022

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Upright

Instant oatmilk as nutritious as dairy—just add water!
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$200,132
Raised
518
Investors
Successfully funded and closed on February 1, 2022.
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Problem Solution Product Traction Customers Biz. model Market Competition Vision and strategy Funding Founders
About Team Press

Documents

Republic (OpenDeal Portal LLC, CRD #283874) is hosting this Reg CF securities offering by Upright Oats LLC. View the official SEC filing and all updates:
Official SEC Logo Form C SEC.gov
Company documents
Upright Crowd SAFE Upright Form C-A 08.16.2021.pdf Upright Form C.pdf
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Hear from some of the 518 people reserved or invested in Upright


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Highlights


  • Creamy, allergen-free instant oatmilk with 8g oat protein - just add water!
  • Created with leading scientists (Harvard, Yale) and backed by pediatricians
  • $42B+ total addressable market across dairy and plant-based alternatives
  • 60% gross margins; estimated earnings/unit around $12
  • Projected ARR of $44M by EOY 2024
  • Funded by Yale Center for Business and Environment, Tsai CITY, and others
  • Certified B Corp organization (pending)

Problem


Milk is a staple, but current options aren't great 

Dairy is a dietary staple. But it can be tough on our bodies and our planet. Two-thirds of people are lactose-intolerant and cows contribute nearly 10% of annual global greenhouse gases. 

Plant-based milks exist, but they force trade-offs. Alternatives often lack key nutrients, contain allergens, and take a toll on the environment (just 1 cup of almond milk takes 90 liters of water!). 

Solution


Upright: oatmilk as nutritious as dairy (without the cow)

Meet Upright, the good for you go-to. Our first product is a category-defining high-protein, allergen-free instant oatmilk in three creamy, delicious flavors: original, vanilla, and chocolate.

Each tasty cup of Upright oatmilk packs the same key nutrients as dairy, without the unwanted allergens or environmental impact. Ready whenever and wherever you want it: just add water! 

Product


Plant-based milk backed by pediatricians

Each cup of Upright packs 8g of oat protein, 25% calcium, 15% vitamins A, B12, D, and 2g of prebiotic oat fibre to support whole-body health. Deliciously mild and creamy, Upright appeals to omnivores, vegans, those with allergies, and picky-eaters alike.

Made with just oats and a blend of key vitamins and minerals, our oatmilk is naturally gluten-free and hypoallergenic. We use natural processes and avoid allergens and additives like lactose, nuts, seeds, soy, oil, gums, and anything artificial.

Drinking Upright also makes an impact. Just one cup saves 39 gallons of water, 1.2 pounds of greenhouse gases, and 19 square feet of land compared to dairy milk. Our Instant Oatmilk is even more eco-friendly, since we're not shipping water.

Shelf-stable and convenient, Upright oatmilk will be available in family-size and lunchbox-friendly single-serving portions in conventional fluid and instant powder forms (just add water!).

Perfect for using at home, in the lunchbox, or on-the-go. It can also be added directly to beverages like tea, coffee, smoothies, or into cooking and baking recipes for an added boost of nutrition.

Traction


Developed with experts and kids, coming to 300+ stores

Our recipes were developed for taste and functionality with chefs, baristas, and our toughest critics: kids (their parents helped too!). To ensure each cup packs a full nutritional punch, we've worked with food science and pediatric experts from top organizations like Yale, Harvard, Cornell, and Ohio State, among others.

We know there's demand because we heard it loud and clear: you want instant and you want it online. From over 2000 surveys and interviews, 79% told us they'd buy our Instant Oatmilk online.

We achieved Certified B Corps pending status in 2019, and are on track for full certification once we start production. We're conscious of our impact and are always looking to improve social outcomes through our operations. 

Sustainability is at the core of what drives us, and we’re tackling multiple UN sustainable development goals through every facet of our business. Our oats are cultivated by US and Canadian growers and Swedish farmer-owned cooperatives. Profits go back to their farms to be reinvested in a thriving countryside. We're working to localize our suppliers and encourage organic and regenerative practices. One of our partner mills is currently carbon neutral, using oat husks as fuel to power operations as well as 1,500 households in the nearby area. Our NJ and CT manufacturing partners are committed to food safety and quality, and we are proud to work with one that employs and trains refugees. 

We’re committed to using only biodegradable or recyclable packaging to preserve the quality and shelf life of our products. We're launching direct-to-consumer to reduce waste and using QR codes that make reordering simple. To bring our products to shelves and families, we've partnered with a warehousing and distribution partner in NJ as well as a women-owned national distributor serving 300+ stores. 

Customers


For 124M US parents, Upright is the good for you go-to

Upright was created with the Millennial and Gen X parent in mind. Our customers are health conscious and research high-nutrient clean label options. Each is values-driven and aims to live them through every family meal. They seek transparency in ingredients and across supply chains. They're open to exploring new brands and products across channels, and are quality committed and willing to spend a little extra for their family. 

There are 124M US parents, and Upright is committed to being the good for you go-to that keeps their family and planet healthy. We’re building a community of conscious consumers. Our products have been co-created with direct feedback from users to reflect their needs and passions. Already, we've seen massive market interest and outreach pre-launch.

Business model


Get it online, in stores, and where families learn, work, and play

Upright is launching as a digitally-native, vertical brand with an omnichannel strategy. We'll start online direct-to-consumer to own our customer relationships. Mobile reorders will be made easy through QR codes on our packaging.

We'll collect feedback and refine as needed before expanding to other online markets and retail store shelves. We've already secured Pod Foods as a national distribution partner, which serves 300+ retail stores. We plan to then scale through B2B programs with hospitality, school, and corporate campuses. 

Our supply chain is in place and at scale we'll capture 60% gross margins. We plan to price each retail unit of our instant oatmilk at $12 (which makes 16 servings!), and our original oatmilk at $4.

Market


Get in on the ground as we go after a $42B+ market

Demand has never been higher for non-perishable dairy alternatives. As a plant-based dairy analog, Upright is targeting the $42B+ U.S. dairy and alternatives market, with plans for international expansion as plant-based dietary trends accelerate.

Oatmilk is just the start. With a category-defining product, trade secret IP, and omnichannel sales strategy, we project an ARR of $44M by EOY 2024 as we grow our product line and geographies.

Join us to be a part of our rapid early growth. Your investment will enable us to fill initial orders and begin national expansion. 

Competition


Oatmilk on demand with 2x the protein and 0 allergens

Scanning the shelf, Upright is the obvious choice. We're the only allergen-free instant oatmilk with 8g of oat protein (that's double or more what others offer!) developed with pediatricians. 

Our grab-and-go instant sachets offer game-changing convenience. No worrying about refrigeration, messy spills, or lugging bulky cartons when out and about, traveling, or hiking.  

Vision and strategy


We stand for better - for our bodies, communities, and planet

Upright is more than just an oatmilk. We exist to make delicious food that's better for people, and our planet. 

We believe that small changes can add up to a big difference. To do this, we're building a portfolio of better foods and beverages that make progress towards our vision of a healthier world. 

Funding


Bootstrapped with backing from Yale CBEY and Tsai Center for Innovative Thinking

We've bootstrapped our progress with $56K in non-dilutive grants and awards along the way from organizations including the Yale Center for Business and the Environment and Tsai CITY. 

We've been efficient with our capital and are now at an inflection point. Your investment will enable us to launch commercial production and begin the next stage of our growth. 

Founders


Experienced visionaries and operators 

Betty and Thu Ra started building Upright after meeting in business school and discovering that they were both passionate about improving our food systems and environment (and both lactose-intolerant!). Together, they've built Upright by pairing their complementary skills and experiences. 

Betty grew up in Vancouver, Canada, where she grew interested in wellness and sustainability. Her experience spans strategy, operations, human capital, and digital transformation as a consultant at McKinsey & Company and Kearney advising leaders across industries including consumer goods, manufacturing, agriculture, media, and tech. She is a Yale School of Management MBA candidate specialized in Management Science and holds a BCom in Accounting & Sustainability from the University of British Columbia, and Certificate in Plant-Based Nutrition from Cornell’s T. Colin Campbell Center for Nutrition Studies. 

Thu Ra was born in Burma and brings a passion for sustainability as well as deep supply chain and manufacturing expertise.  He has led manufacturing facilities at leading consumer packaged goods companies including Quaker Oats, PepsiCo, and L’Oreal. He has also successfully launched a logistics startup, Cure Logistics, that continues to grow. He holds an MBA from the Yale School of Management, BA in Business & Economics and Psychology from Cornell College, and Masters in Operations Research & Supply Chain from Case Western Reserve University.

Deal terms


Valuation cap

$5,000,000

The maximum valuation at which your investment converts into equity shares or cash.
Learn more

Discount

20%

If a trigger event for Upright occurs, the discount provision gives investors equity shares (or equal value in cash) at a reduced price.
Learn more.

Minimum investment

$100

The smallest investment amount that Upright is accepting.
Learn more

Funding goal

$1.07M

Upright must achieve its minimum goal of $25K before the deadline. The maximum amount the offering can raise is $1.07M.
Learn more

Deadline
Upright needs to reach their minimum funding goal before the deadline ( ). If they don’t, all investments will be refunded.
Learn more
Type of security

Crowd SAFE

A SAFE allows an investor to make a cash investment in a company, with rights to receive certain company stock at a later date, in connection with a specific event. · Learn more

How it works

Documents

Republic (OpenDeal Portal LLC, CRD #283874) is hosting this Reg CF securities offering by Upright Oats LLC. View the official SEC filing and all updates:
Official SEC Logo Form C SEC.gov
Company documents
Upright Crowd SAFE Upright Form C-A 08.16.2021.pdf Upright Form C.pdf

Bonus perks

In addition to your Crowd SAFE, you'll receive perks for investing in Upright.
286 investors
Invest
$100
Receive
  • Instant Oatmilk variety sample pack
  • Recognition as an early investor on our website (with your consent)
  • Limited (314 left of 600)
126 investors
Invest
$250
Receive
  • All of the above
  • Full-sized Instant Oatmilk in each flavor (3 boxes total)
  • Limited (124 left of 250)
66 investors
Invest
$500
Receive
  • All of the above
  • Upright reusable glass milk bottle
  • Jessie the Giraffe tote bag
  • Limited (84 left of 150)
41 investors
Invest
$1,000
Receive
  • All of the above
  • Upright embroidered baseball cap
  • 50% off all orders for 1 year
  • Limited (59 left of 100)
9 investors
Invest
$2,200
Receive
  • All of the above
  • Upright crewneck sweatshirt
  • $200 Upright gift card
  • Limited (41 left of 50)
6 investors
Invest
$5,000
Receive
  • All of the above
  • Upright Early Access: join a small, exclusive group that samples food and beverages in R&D to offer feedback and influence new products before they launch (plus get occasional gifts and goodies!)
  • Limited (19 left of 25)
3 investors
Invest
$10,000
Receive
  • All of the above
  • Quarterly investor updates
  • Limited (7 left of 10)
Invest
$25,000
Receive
  • All of the above
  • Invite to Upright's exclusive launch party in NYC with other major investors
Invest
$50,000
Receive
  • All of the above
  • Brunch with the founders in NYC (pending public health guidance)

About Upright

Legal Name
Upright Oats LLC
Founded
Apr 2019
Form
Connecticut LLC
Employees
0
Website
uprightoats.com
Social Media
Headquarters
Google Map location of of Upright
1204 Main Street Suite 552 , Branford, CT
Headquarters
1204 Main Street Suite , 552, Branford, CT, United States 06405

Upright Team
Everyone helping build Upright, not limited to employees

Profile picture of Betty Tang
Betty Tang
Co-Founder
Profile picture of Thu Ra
Thu Ra
Co-Founder
Profile picture of Vincent Stanley
Vincent Stanley
Mentor | Director of Philosophy and Former CMO, Patagonia
Profile picture of Barry Nalebuff
Barry Nalebuff
Yale Mentor | Co-Founder, Honest Tea; Co-Founder Real Made Foods
Profile picture of Ben Conniff
Ben Conniff
Mentor | Co-Founder and Chief Innovation Officer, Luke's Lobster
Profile picture of Dennis Ring
Dennis Ring
Mentor | Founder, OCHO Candy; Launched Whole 365 at Whole Foods
Profile picture of Claire Schlemme
Claire Schlemme
Mentor | Co-Founder and CEO, Renewal Mill
Profile picture of Dr. Dinesh Pashankar, MD MBA
Dr. Dinesh Pashankar, MD MBA
Mentor | Professor of Pediatric Gastroenterology, Yale University School of Medicine
Profile picture of Dr. Victor Uko, MD FAAP DCH MRCPCH
Dr. Victor Uko, MD FAAP DCH MRCPCH
Mentor | Section Chair, Department of Pediatric Specialties Gundersen Health System
Profile picture of Jennifer McFadden
Jennifer McFadden
Mentor | Associate Director of Yale Entrepreneurial Programs
Profile picture of Amy Kundrat
Amy Kundrat
Mentor | Director of Digital, Yale SOM; author of Fairfield County Chef's Table
Profile picture of Loïck Fenaux
Loïck Fenaux
Mentor | Head of Life Science & Nutrition at DöhlerGroup
10 more team members
Betty Tang
Co-Founder
Vincent Stanley
Mentor | Director of Philosophy and Former CMO, Patagonia
Thu Ra
Co-Founder
Barry Nalebuff
Yale Mentor | Co-Founder, Honest Tea; Co-Founder Real Made Foods
Ben Conniff
Mentor | Co-Founder and Chief Innovation Officer, Luke's Lobster
Dennis Ring
Mentor | Founder, OCHO Candy; Launched Whole 365 at Whole Foods
Claire Schlemme
Mentor | Co-Founder and CEO, Renewal Mill
Dr. Dinesh Pashankar, MD MBA
Mentor | Professor of Pediatric Gastroenterology, Yale University School of Medicine
Dr. Victor Uko, MD FAAP DCH MRCPCH
Mentor | Section Chair, Department of Pediatric Specialties Gundersen Health System
Jennifer McFadden
Mentor | Associate Director of Yale Entrepreneurial Programs
Amy Kundrat
Mentor | Director of Digital, Yale SOM; author of Fairfield County Chef's Table
Loïck Fenaux
Mentor | Head of Life Science & Nutrition at DöhlerGroup

Press

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Deep dive with Betty Tang Founder of Upright
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Listen to this episode from MoneyClip on Spotify. Upright offers high-protein instant oatmilk as nutritious as dairy - ju...

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One of the best ways to support the movement towards a sustainable and plant-based world is by supporting innovators buil...

Meet Tsai CITY's 2021 Summer Fellowship Cohort
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Tsai CITY is thrilled to welcome 15 student teams to our 2021 Summer Fellowship cohort. The Summer Fellowship is a full-t...

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May 3, 2021

Usually you have to be an accredited investor or in the in-crowd to get access to early stage private investments. Howeve...

Startup Yale Stories: Markea Dickinson & Betty Tang
Tsai CITY
·
Apr 27, 2021

In this video, former Startup Yale finalists Markea Dickinson, co-founder of Thermaband, and Betty Tang, co-founder of Up...

Startup Stories: Upright Dairy Alternative
Yale School of Management Yale School of Management
·
Apr 5, 2021

Venture: Upright's goal is to create delicious food that's better for people, and for the planet. The company is starting...

Upright: Instant Oatmilk Brand as Nutritious as Dairy Sta...
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·
Mar 17, 2021

Upright is an instant oatmilk product that's allergen-free and packed with protein. On Monday, the company launched a pre...

Meet Tsai CITY's Spring 2021 Launch Pad and Accelerator C...
Tsai CITY Tsai CITY
·
Mar 8, 2021

After an application period that saw overwhelming interest from students across Yale's campus, Tsai CITY is thrilled to i...

Upright and Ecopackables Win Sobotka Prize
Yale Center for Business and the Environment Yale Center for Business and the Environment
·
Jan 27, 2021

Now in its 10th year, the Sobotka Seed Prize for Sustainable Ventures has awarded $10,000 grants to environmentally-focus...

Upright is creating oat milk that's good for you and the ...
·
Oct 12, 2020

Whether it be due to diet choices, personal health issues or making environmentally and socially conscious choices, more ...

Episode 49: Triple-Bottom Line Management with Betty Tang...
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Sep 29, 2020

What if you were friends with a bunch badass business leaders and entrepreneurs and could ask them about their successes,...

Ten Student Ventures Win Entrepreneurial Awards
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Jul 28, 2020

"We are grateful for the alumni who have contributed funding and time to support the Donor-Funded Entrepreneurial Awards ...

Start me up: Yale student teams pitch entrepreneurial ven...
New Haven BIZ New Haven BIZ
·
Apr 16, 2020

The first-ever entirely virtual Startup Yale innovation summit kicked off Thursday morning. The two-day event is Yale's b...

Upright Oats - A Sustainable Dairy Alternative
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·
Jan 14, 2020

According to the World Wildlife Foundation, millions of farmers worldwide tend approximately 270 million dairy cows to pr...

2019 Climate Change Innovation Seed Grant Winners Announced!
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·
Nov 13, 2019

Six student teams were recently awarded Climate Change Innovation Grants by the Yale Center for Business and the Environm...

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·
Jul 15, 2019

Meet Betty Tang: Founder of 'Upright Oats' oat milk, Betty is a flexitarian foodie, MBA student at Yale, and proud Toront...

Fifteen Student Startups Win 2019 Entrepreneurial Awards
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Upright

Upright successfully raised $200,132 from 518 investors on February 1, 2022
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Randi, Nicolao, Erhan, Takashi, Venkata S, and 513 others invested. 178 Reviews
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