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Ethical brand ratings and accreditation since 2001

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How ethical is MOMA?

MOMA is a brand of breakfast cereals which has a good score on The Good Shopping Guide’s Ethical Breakfast Cereals Ratings Table.

With a high GSG score, MOMA can be considered an ethical brand. MOMA hasn’t yet applied for Ethical Accreditation, but its high score would mean that if it did, it would be able to display The Good Shopping Guide’s Ethical Mark on its products.

We encourage other companies in the Ethical Breakfast Cereals sector to follow MOMA’s example and adopt more ethical policies and practices.

What does MOMA do?

MOMA was founded in 2006 by Tom Mercer, the brand began by selling porridge using British oats. It has since ventured out into the plant-based milk sector with its oat milk hitting the shelves in March 2020 which then won multiple awards.

In which areas does MOMA perform well?

MOMA receives a high rating for the majority of the criteria assessed by The Good Shopping Guide. The brand’s parent company, AG Barr Plc, has a Responsibility Report that contains a wide range of environmental targets focusing on carbon reduction, packaging, sustainable sourcing, and water and waste. The parent company also has a GM policy outlining that the company does not use any GMOs in its products. Find out more about our ethical criteria.

What can MOMA do to improve its score?

The above benchmark score that MOMA is awarded on The Good Shopping Guide’s Ethical Breakfast Cereals Ratings Table is the result of an evaluation of multiple ethical criteria.

As MOMA already receives a top score in the Ethical Breakfast Cereals sector, The Good Shopping Guide encourages it to get in touch and apply for Ethical Accreditation. After sending in its application, MOMA will be offered the use of The Good Shopping Guide Ethical Mark.

Were you aware that your brand could benefit from Ethical Accreditation? If accredited by The Good Shopping Guide, brands can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable supplier. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels


  • Palm Oil Free



  • Animal Welfare



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating