Oat milk brand Minor Figures has expanded its range with a “category-first” lineup of functional drinks, enhanced with adaptogens and nootropics.
Designed to “reimagine what plant-based can be”, the London-based brand said its new Hyper Oat range “dares to be bright in colour, light in flavour, and rich in function” and was “created to pour over anything and everything”.
The range consists of a Hyper Oat Berry drink, containing protein, calcium, and L-carnitine to support muscle function and maintenance; a Matcha variant containing pantothenic acid and zinc; a Turmeric line with baobab, vitamin D and lactobacillus to support gut health; and a Mango drink, with vitamin B12 and riboflavin.
Minor Figures said the products eschewed the usual oat drink focus on mimicking the taste and texture of dairy, instead offering shoppers “a colourful, flavour-forward collection that invites consumers to taste the future, not replicate the past”.
Designed for versatility, it can be poured over cereal, blended into smoothies, or drunk straight from the carton, the brand added.
The Berry and Mango SKUs are on sale now in Waitrose (rsp: £3/750ml), followed by a wider launch in Ocado and Morrisons, Amazon, independents and direct from Minor Figures over the coming months.
The launch will also be supported by a partnership with eyewear brand Cubitts throughout the summer, “bringing to life the concept of challenging perceptions and dreaming bigger”.
If you’ve got a fantastic new product or packaging innovation, we want to hear about it! The entry deadline for The Grocer New Product & Packaging Awards is 9 June, so make sure to get your entries in. Visit this link to enter, buy tickets or to enquire about sponsorship opportunities.
No comments yet