Minor Characters Enter Chilled Category With New Everyday Oat M*Lks
Fast-growing alternative milk brand Minor Figures has launched two new chilled fortified oat milks.
The new range, which marks the brand’s first foray into the chilled aisle, is being rolled out to 250 Waitrose stores this week, followed by the whole Holland & Barrett estate.
Everyday Oat and Everyday Oat Light (RRP £1.99/1litre) will also be available to independent retailers nationwide.
The new line is said to have a thicker mouthfeel and is positioned as a creamy, dairy-free milk alternative for cereals, smoothies and tea and coffee. Both vegan ranges contain natural sugars and are fortified with calcium, iodine and vitamins B2, B12 and D.
Stuart Forsyth, co-founder and CEO of Minor Figures, said, “We pride ourselves on making great, innovative plant-based products for oat milk lovers, baristas and a better planet. The launch of our new Everyday Oat range not only means that we are entering a new space in the supermarket, but that we have been able to fortify the product with vitamins and minerals that are generally lower on a vegan diet.
“We are really delighted to have the support of Waitrose and Holland and Barrett to help us bring our latest innovation to an even wider consumer audience.”
The launch follows a period of steady growth for the herbal brand, with an RSV increase of £9m in the last year alone. Minor Figures expects to see revenue increase 100% year over year over the next three years. As well as being stocked in over 2,500 grocery stores across the UK and over 5,000 cafes and independents, the Minor Figures range is also enjoying international success, now available in over 40 countries worldwide.