Minor Figures has announced its first launch into the chilled category, with a range of two fortified oat-based milk alternatives.
The new range is available now in 250 Waitrose stores, and will be rolled out into all Holland & Barrett locations later this month.
Everyday Oat (rsp: £1.99/one litre) and Everyday Oat Light (rsp: £1.99/one litre) boasts a “thicker mouthfeel” and is positioned as a “creamy” alternative for cereal, smoothies, tea and coffee.
The range is plant-based, 100% carbon neutral, has no added sugar, is non GMO and is fortified with calcium, iodine and vitamins B12, B2 and D.
“We pride ourselves in making great, innovative plant-based products for oat milk lovers, baristas and a better planet,” said Stuart Forsyth, Minor Figures co-founder and CEO. “The launch of our new Everyday Oat range means we’re not only entering a new space in the supermarket, but we have been able to fortify the product with vitamins and minerals that are commonly lower as part of a vegan diet.”
The brand has claimed that the launches follow a period of sustained growth. The company said that its retail sales value had gone up by £9m in the past year and it predicted 100% year-on-year growth in revenue for the next three years.
“We’re really pleased to have the support of both Waitrose and Holland & Barrett to help us take our latest innovation to an even broader consumer audience,” added Forsyth.
The range will also be available in independent retailers.
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