Wholly Moly!

Wholly Moly! (好哩) is a health-food brand built on a simple, slightly stubborn premise: that oat bran - the fibrous outer casing of the oat that most milling throws away - deserves to be the center of a meal rather than a byproduct. Founded by Claire Cao Fang and operating between Silicon Valley and Shanghai, the company turns North American oats into instant porridge, hot cereal, and lightweight-packaged oat drinks aimed at younger Chinese consumers looking to swap refined white rice for whole grains. It raised roughly US$10 million in a Series A round led by Adrian Cheng's C Ventures in 2020.