Minor Figures, a notable player in the plant-based beverage sector, has launched Hyper Oat, a new range of oat drinks aimed at redefining consumer expectations within the functional beverage market. This introduction highlights the growing demand for innovative plant-based products that prioritise both flavour and nutritional benefits.

Hyper Oat distinguishes itself by focusing on functionality in addition to taste. The range features four unique flavours – Berry, Matcha, Turmeric and Mango – each crafted with ingredients such as adaptogens and nootropics. This emphasis on health aligns with current consumer trends, as many seek products that offer both enjoyment and wellness benefits.

Berry: A light pink drink enriched with protein and calcium, designed to support muscle function, making it suitable for post-workout recovery.

Matcha: This green variant includes zinc and pantothenic acid, promoting cognitive function and appealing to consumers looking for mental clarity.

Turmeric: Featuring baobab and vitamin D, this golden drink supports immune health, reflecting rising consumer interest in gut wellness.

Mango: Rich in B12, aimed at reducing fatigue and catering to active lifestyles.

The Hyper Oat range will be available through major UK retailers, with Waitrose now stocking the Berry and Mango flavours. Ocado and Morrisons will also carry the collection, with broader availability expected through Minor Figures’ website and various independent stores by May.

Since its founding in 2014, Minor Figures has established itself as a key player in the plant-based sector. The brand focuses on creating distinct offerings that enhance the consumer experience rather than merely serving as dairy alternatives. With B-Corp certification and a focus on ethical sourcing, Minor Figures continues to prioritise environmental responsibility while expanding its global footprint.