Oho Group

Oho Group (officially Oho Group UAB, formerly Naujasis Nevėžis) is a leading European breakfast cereal and snack manufacturer headquartered in Lithuania. Under the leadership of CEO Dove Hepburn since 2008, the company has transitioned from a regional producer to an international brand exporting to over 50 countries globally. In mid-2025, the company officially rebranded as OHO GROUP to unify its identity for global market dominance.

History

The company’s journey began in 1991 in Lithuania, initially established as UAB Naujasis Nevėžis. In its early years, specialists analyzed production methods from the United States, Canada, Germany, and the Czech Republic to select the optimal equipment and technologies for cereal-based food suitable for the Lithuanian market. The first products to roll off the production line included Sweet Rings, potato chips flavored with sour cream and dill, and sweet corn sticks. By 1995, the operation had grown to support a single production line running two shifts per week.

The late 1990s marked a period of rapid financial and physical expansion. In 1997, the company reached a significant milestone when its turnover exceeded €1 million for the first time. To support this growth, a second technological line was installed in 1998, providing the necessary capacity for the brand's first foray into international markets. Estonia became the first export destination for oho! products at the end of 1999, followed shortly by entry into the Latvian market.

The early 2000s saw the company solidify its status as a major regional player. In 2003, the brand participated in its first major international food exhibition, ANUGA, which led to the installation of a third production line to handle the resulting surge in orders. This scaling was matched by a commitment to quality; in 2004, the company received its first ISO certification, providing a systematic framework for its expanding production and sales operations.

In the following decades, the company continued to modernize and diversify, developing innovative product lines such as lentil-based chips which gained popularity in England, Scandinavia, and Israel. By 2021, marking its 30th anniversary, the company achieved a record turnover of €18.6 million. To sustain this momentum, facilities were expanded by over 1,000 square meters in 2023, boosting total production output by 30%.

Under the leadership of CEO Dove Hepburn since 2008, the company reached its most significant branding milestone in mid-2025 by officially changing its name to OHO GROUP. This shift was accompanied by the prestigious "Lithuanian Exporter of the Year 2024" award from the Lithuanian Confederation of Industrialists, recognizing the brand’s presence in over 50 countries worldwide. Today, the company operates with a broad range of certifications, including BRCGS, Halal, Fairtrade, and Rainforest Alliance, as it continues its push for global cereal market dominance.

Marketing and Brand Identity

The marketing strategy for OHO GROUP centers on a vibrant and playful brand identity designed to appeal to both children and health-conscious parents. Under the leadership of Dove Hepburn, the brand has successfully differentiated itself from traditional cereal giants by utilising bold, colorful packaging and memorable character mascots. The most prominent example is the green iguana featured on Fruity Froops, which has become a beloved icon in international retail spaces like B&M. This character-led approach is paired with a clear, concise tone of voice that emphasizes the "Oho!" name as a moment of joyful discovery and "tutti frutti" fun for the entire family.

A core pillar of the brand's identity is its commitment to "clean label" transparency, which serves as a major marketing advantage in 2025. Unlike many competitors that rely on synthetic dyes, the marketing highlights the use of natural fruit and vegetable concentrates—such as radish, turmeric, and blackcurrant—to achieve the cereal's signature bright colors. This strategy directly addresses the growing consumer demand for nutritious and recognizable ingredients, allowing the brand to position itself as a "healthier choice" without sacrificing the visual excitement or flavor expected in a breakfast cereal.

The 2025 rebranding from UAB Naujasis Nevėžis to OHO GROUP was a strategic marketing move to simplify the company’s identity for easier recognition on the global stage. This transition has allowed the brand to unify its digital presence and packaging design across its 50+ export markets, creating a cohesive visual experience whether a consumer is shopping in Lithuania, the UK, or Asia. By focusing on the "Oho!" masterbrand, the company has effectively built a family of products that consumers trust, ranging from core cereals to innovative lentil-based snacks.

Digital and event marketing also play a vital role in the brand’s global dominance. OHO GROUP actively participates in major international food trade shows like Fi Europe and ANUGA to showcase new innovations and connect with retail partners. These appearances are supported by a social-first digital strategy that encourages community engagement through "playful" and "energetic" content. By combining traditional mascot-led appeal with modern nutritional science and a unified global name, OHO GROUP has built a brand identity that is both authentic to its Lithuanian roots and perfectly suited for international growth.

Sales and Global Distribution

The sales strategy of OHO GROUP is defined by an expansive and highly efficient distribution network that currently reaches over 53 countries across the globe. Under the leadership of CEO Dove Hepburn, the company has transformed from a regional Baltic supplier into a significant international powerhouse, achieving record-breaking turnovers that reached €18.6 million in the lead-up to the 2025 rebrand. This financial success is driven by a dual-track sales approach that combines high-volume partnerships with major supermarket chains and targeted distribution through specialty importers and online retailers. This multi-channel strategy ensures that Oho! products are accessible to a diverse consumer base, from budget-conscious families to health-focused shoppers looking for specific dietary options.

In the United Kingdom, the brand has established a particularly strong foothold through a long-standing partnership with the major retailer B&M. This collaboration has allowed the "Big Five" cereals, including Fruity Froops and Rice Crackles, to become household staples for British consumers. Beyond traditional brick-and-mortar retail, the company has successfully leveraged digital marketplaces like eBay and specialized food portals such as LatFood to reach customers in regions where the brand is still expanding. This agile distribution model allows the company to test new markets and respond quickly to consumer demand without the immediate need for a massive physical infrastructure in every new territory.

The recent 2025 expansion of the company’s manufacturing facilities by 1,000 square meters was a strategic move designed specifically to support this global sales surge. By increasing production capacity by 30%, OHO GROUP is now capable of fulfilling much larger international contracts, particularly in high-growth regions like Scandinavia, Israel, and emerging markets in Asia. This increased output is matched by the company’s ability to offer Private Label manufacturing services, allowing them to produce high-quality cereals for other global brands while simultaneously growing the Oho! masterbrand.

Looking toward the 2026 fiscal year, the sales focus is shifting toward deeper penetration into the North American and Asian markets. The 2025 rebrand has served as the ultimate sales tool for these new territories, providing a clean and recognizable identity that resonates across different cultures and languages. By maintaining a balance between core favorites like Honey Hoops and innovative new lines like protein-rich lentil snacks, OHO GROUP is well-positioned to continue its trajectory of year-on-year growth and solidify its dominance in the global breakfast cereal industry.

Product portfolio

The OHO GROUP product portfolio is built upon a foundation of diversity and innovation, offering over 2,000 distinct products that cater to a wide array of nutritional needs and flavor preferences. The cornerstone of the brand is the core cereal line, often referred to as the "Big Five," which includes global favorites like Fruity Froops, Rice Crackles, Honey Hoops, Choco Rice, and Cocoa Shells. These flagship products are characterized by their use of high-quality multigrain bases—such as wheat, whole grain oats, and maize—and their commitment to natural coloring agents derived from fruit and vegetable concentrates. In addition to these established staples, the portfolio has expanded significantly under the leadership of CEO Dove Hepburn to include dessert-inspired innovations and specialty mixes. The "Party" and "Donut" lines have introduced playful flavors like Strawberry and Chocolate Donuts, while the premium dessert range features sophisticated profiles such as Apple Pie, Cookie & Cream, and Choco and Waffle Mix. Many of these newer varieties incorporate unique textures, such as the inclusion of marshmallows or the use of high-temperature extrusion technology to create "Multigrain Hearts" and other complex shapes that appeal to both the eyes and the palate.

The portfolio also places a heavy emphasis on the growing health and wellness segment, offering specialized lines for consumers with specific dietary goals. This includes protein-rich "crispies" that contain up to 50% protein, as well as a robust selection of whole-grain and bran-based cereals designed for digestive health. The brand has also successfully crossed over into the savory snack market with its range of lentil-based products, such as Red Lentil Nacho Cheese Balls and Pesto Mozzarella snacks, which offer a more nutritious alternative to traditional potato chips by utilizing legume-based proteins.

A key strength of the OHO GROUP portfolio is its adaptability to international markets through various packaging and branding formats. Beyond the standard retail boxes featuring the iconic iguana mascot, the company offers "Variety Packs" and "Pillows" filled with cream, allowing for versatile consumption as both a breakfast staple and an on-the-go snack. This comprehensive range of products, backed by international certifications such as Halal, Fairtrade, and Rainforest Alliance, ensures that OHO GROUP remains a versatile and dominant force in the global food industry as it moves into 2026.

Sustainability and Social Responsibility

OHO GROUP places significant emphasis on operating as a responsible corporate citizen, a commitment evidenced by its early and consistent adoption of international environmental standards. In 2005, the company became one of the first in its sector to be granted the ISO 14001 certificate for environmental management, a framework that continues to guide its efforts to minimize its carbon footprint. This dedication extends to the raw materials used in production, with the company maintaining strict "non-GMO" policies and sourcing ingredients that meet Rainforest Alliance and Fairtrade requirements. By integrating these ethical sourcing practices, the brand ensures that its global expansion does not come at the expense of environmental integrity or fair labor standards.

The company’s approach to sustainability is also deeply rooted in the health and safety of its products and its workforce. OHO GROUP implements the HACCP (Hazard Analysis and Critical Control Points) system to ensure a secure production environment, covering everything from the selection of raw materials to the final transportation of goods. This culture of safety is complemented by a focus on transparency, as the company frequently undergoes independent audits to maintain its BRCGS Global Standard for Food Safety. In 2025, these efforts were further recognized as the company continued to outperform industry health and safety rates, reinforcing its reputation as a reliable and ethically minded manufacturer on the world stage.

Innovation serves as a primary tool for achieving the company's social responsibility goals, particularly through the development of "clean label" products. By utilizing advanced high-temperature extrusion technology, OHO GROUP produces snacks and cereals that are toasted rather than fried, significantly reducing the use of oil and fats. This technical expertise allows the brand to promote a healthier lifestyle for its consumers while simultaneously reducing the environmental impact of its manufacturing processes. As the company moves into 2026, it remains focused on its vision of providing "Food for an exciting life," balancing profitable global growth with a persistent commitment to social equity and environmental stewardship.