Cold brew coffee startup Minor Figures has added a 100% organic oat milk to its range.
The East London-based brand’s new Oat M*lk will roll out with a new 100% organic ingredient list and Soil Association accreditation in November.
Minor Figures claims it is the “first barista-quality organic oat milk” and is targeting the launch at cafés and coffee shops, as well as retail.
The NPD is billed as containing the same amount of calcium as standard dairy milk and no added sugar, with the brand claiming the oats “lend their own sweetness”.
It produces a “silky micro-foam” when steamed, added Minor Figures.
The drink will roll into Planet Organic, Whole Foods Market, and will be available direct from the brand (rsp: £2/one litre).
“Our aim is to shake up the market by taking quality, values, ethics, and the passion of the ‘specialty’ coffee scene and putting all of that into a product that can sit on a supermarket shelf,” said Minor Figures co-founder Stuart Forsyth.
It’s not the only brand eyeing the potential for oat milk in the coffee world: November will see breakfast brand Moma introduce its own unsweetened oat milks in Original and Barista Edition variants.
Sales of organic food and drink rose 5.3% over the year ending this February, according to a recent Soil Association report – that’s approximately £45m per week spent on organic products in the UK. The Soil Association has predicted the UK organic market to reach value of £2.5bn by 2020.
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