Minor Figures Unveils ‘Category First’ Flavored Oat Drink

UK-based plant-based drink company Minor Figures has released a new line of flavored oat drinks in what is believed to be a category-first. The Hyper Oat range includes four flavors – Berry, Matcha, Turmeric, and Mango – each with its own unique formula and nutritional benefits. The drinks are designed to support muscle function, energy metabolism, immune system health, and energy levels, respectively.

Minor Figures, known for its popular oat milk, has established itself as a leading name in plant-based beverages since its founding in East London in 2014. The company's products are now available in over 50 countries. To accompany the launch of the Hyper Oat drinks, Minor Figures has partnered with London eyewear brand Cubitts to release a limited-edition range of sunglasses, each corresponding to a flavor from the new drink collection.

Currently, the Berry and Mango flavors of Minor Figures' Hyper Oat drinks are available in Waitrose stores across the UK, priced at £3 per 750ml carton. A wider rollout, including availability on Amazon, Ocado, and through independent retailers, is planned for May for those looking to try out these innovative and colorful oat beverages.