![]() "It isn’t easy to crack the coffee shop market because most carry one brand of oat milk, so it's either kill or be killed. "The big secret and big challenge for a big brand is to be localized in a community, and now you see big brands trying to reconnect with communities that they left behind, and it can be a little bit contrived. The best way to localize your brand is through their coffee shop," he said. "What gives oat milk its energy is its performance in coffee," argued Forsyth, who was more focused on engaging with local coffee shops and building an authentic connection to local communities than taking the retail market by storm at the time. The coffee shop modelĪccording to Forsyth, the company developed the perfect non-dairy complement to coffee and soon was engaging with coffee roasters and coffee shops around the world becoming the oat milk of choice for baristas at specialty and third wave coffee shops because of its taste and ability to foam and steam in coffee drinks. The partnership with Green Monday Group will help Minor Figures continue to grow its presence across Asia where the opportunity for plant-based milk alternatives is enormous, added Forsyth. Their vision, knowledge and deep experience across the globe cannot be matched," he said. ![]() We are confident they are the perfect partner to help us optimize and grow our multi-geo, multi-channel business. “The team at Danone Manifesto Ventures – the first corporate venture unit to be independently certified as a B Corp – shares our core vision to create a sustainable future for humanity. With the additional capital and backing of Danone Manifesto Ventures and Green Monday Group, Forsyth said that the company is positioned to accelerate its mission of leading the plant-based milk category. "We got sucked into the US at the end of 2018 when the industry was experiencing an oat shortage, which was a pretty phenomenal journey," he said. The brand first expanded from its home market in the UK to Australia and eventually the APAC region before entering the US in late 2018/early 2019, said Forsyth. 'We got sucked into the US at the end of 2018' Minor Figures oat milk products are sold in 1L shelf-stable cartons in three varieties: an original, an organic offering, and the company's recent launch, a 'light' version with fewer calories, less fat, and sugar. "The portfolio started as the RTD coffee can, but that changed very quickly as soon as we designed the oat milk for the cans." While other products are trying to behave like milk, we’re looking at things like filtration, buffering structure, and how it behaves in an acidic environment," Forsyth said. The main difference between Minor Figures is while all the other plant-based milk companies are comparing themselves to dairy and trying to get their product as close to dairy as possible, we never bothered with that. The difference is we’re trying to highlight the natural characteristics of coffee itself. "We began to design a plant-based milk for coffee. The brand's first product was a ready-to-drink (RTD) canned coffee product which the founding team wanted to pair with a non-dairy milk rather than dairy. I liken it to during the Gold Rush where Minor Figures would be selling the aprons and the shovels to miners," Forsyth told FoodNavigator-USA. "At the very heart of our business is this very strange juxtaposition where we kind of consider ourselves a coffee company without making coffee anymore. Originally started in the UK in 2015 by co-founder, CEO, and self-described 'coffeehead' Stuart Forsyth who has decades of experience working in the specialty coffee space, Minor Figures was always meant to be an oat milk designed for coffee, he said. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches). ![]() Plant-based, alt proteins, precision fermentation.
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