At the same time as Oatly expands its Barista product into supermarket chillers, so does oat milk challenger brand Minor Figures with the launch to two new fortified oat drinks.
Everyday Oat and Everyday Oat Light have a thicker mouthfeel and are being positioned as creamy, dairy-free milk alternatives that taste great on cereal, in smoothies, and in tea and coffee.
Both are fortified with calcium, iodine and vitamins B2, B12, and D.
“We pride ourselves in making great, innovative plant-based products for oat milk lovers, baristas, and a better planet,” said Stuart Fosyth, co-founder and CEO of Minor Figures.
“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.”
Everyday Oat and Everyday Oat Light have an RRP of £1.99 per 1L carton and will be available in independent retailers nationwide. Everyday Oat is already available in Waitrose and is launching into Holland & Barrett this month.