Minor Figures
Minor Figures is a UK-headquartered plant-based beverage company producing shelf-stable barista-grade oat milk, chai concentrate, and ready-to-drink oat lattes for specialty coffee shops, retail chains, and direct-to-consumer customers across 16 countries.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Minor Figures does
Minor Figures is a London-headquartered plant-based beverage company that produces shelf-stable, barista-formulated oat milk products for the specialty coffee industry. Founded in 2015, the company sells four core product lines: Barista Oat (£12 per 6-pack), Organic Oat (£12.90 per 6-pack), Regenerative Barista Oat produced in partnership with Wildfarmed (£13.90 per 6-pack), and Chai Concentrate (£5.90 per 1L). In January 2026, the company expanded into the consumer ready-to-drink coffee category with a line of shelf-stable RTD oat lattes in four flavors (Classic, Vanilla, Cinnamon, Mocha), distributed through Sprouts Farmers Market, Amazon, and the company's own e-commerce site. All products are vegan, non-GMO, and formulated for barista performance in espresso applications.
The company operates a hybrid B2B/B2C go-to-market model, distributing wholesale to over 10,000 coffee shops globally and reaching more than 4,000 retail stores across 16 countries, supplemented by direct-to-consumer sales through minorfigures.com with a subscription option offering a 10% discount. Revenue is primarily transactional per unit, with subscription providing modest recurring revenue mechanics. The company maintains offices in the United Kingdom (headquarters), the United States, and Australia, and has established a dedicated Japanese regional site to support Asian market entry.
Minor Figures is privately held and has received strategic minority investments from Danone Manifesto Ventures (the venture capital arm of Danone) and Green Monday Group in February 2025, with stated intent to leverage investor distribution networks for global expansion, particularly across Asia. The company has cultivated a brand identity anchored in coffee culture through community content platforms including the MFFM podcast, MFFM Radio, Source Files (where it publishes B Corp Impact Reports and Carbon Neutral certification), and the Atomised platform. It holds B Corp certification from B Lab and Carbon Neutral certification from Carbon Neutral Britain.
Minor Figures firmographics
Firmographics- Name
- Minor Figures
- Legal name
- Minor Figures
- Website
- https://minorfigures.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Minor Figures is a UK-headquartered plant-based beverage company producing shelf-stable barista-grade oat milk, chai concentrate, and ready-to-drink oat lattes for specialty coffee shops, retail chains, and direct-to-consumer customers across 16 countries.
- Ownership category
- akta.pro rank
Minor Figures industry classification
Industry- Product category
- Plant-based beverages (oat milk and dairy alternatives)
- NAICS
- Soft Drink Manufacturing (312111), Flavoring Syrup and Concentrate Manufacturing (311930)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Plant-Based Barista & Foodservice Formulations (Foaming/Steaming Milks, Culinary Creams) (AFAHAJAG)
- akta.pro secondary industries
- Plant-Based Milk Alternatives (Soy, Almond, Oat, Coconut, Rice, Pea) (AFAFAEAF), Plant-Based Ready-to-Drink Dairy-Alternative Beverages (Protein Shakes, Flavored RTD) (AFAHAJAF)
Keywords
Where Minor Figures is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Minor Figures business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Product Sales (B2C and B2B): Minor Figures generates revenue through the direct sale of shelf-stable plant-based oat milk products (Barista Oat, Organic Oat, Regenerative Oat) and chai concentrates to consumers via its e-commerce website and to wholesale/retail accounts through distribution partners. Revenue is transactional per unit with optional subscription for recurring purchases.
- RTD Beverage Sales: Sale of ready-to-drink oat latte products through retail (Sprouts Farmers Market), Amazon, and the company's own website, expanding from core barista milk products into the broader RTD coffee market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Barista Oat 6-Pack at £12 per unit |
| Unit Pricing | Monthly | Organic Oat 6-Pack at £12.90 per unit |
| Unit Pricing | Monthly | Regenerative Oat 6-Pack at £13.90 per unit |
| Unit Pricing | Monthly | Chai Concentrate 1L at £5.90 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Minor Figures product offering
Product offeringCore offering
Minor Figures manufactures and sells shelf-stable plant-based oat milk products (Barista Oat, Organic Oat, and Regenerative Oat varieties), a chai concentrate, and a line of ready-to-drink oat lattes in four flavors. Products are formulated for both professional barista use in coffee shops and at-home consumer consumption, and are vegan, non-GMO, and contain no added sugars.
Differentiator
Problem solved
Functional benefit
Brands
- MFFM: Minor Figures FM - a radio/podcast platform associated with the brand.
- Atomised
Products and services
- Barista Oat Milk Shelf-stable barista oat milk formulated for professional coffee use, designed to foam and perform in espresso-based drinks. Sold as a 6-pack of 1L at £12 per unit, with subscription offering 10% off. Vegan, non-GMO, and free from added sugars.
- Organic Barista Oat Milk Certified organic variant of Minor Figures' barista oat milk, formulated for professional coffee use. Sold as a 6-pack of 1L at £12.90 per unit, with subscription offering 10% off. Vegan, non-GMO, and free from added sugars.
- Regenerative Barista Oat Milk Barista oat milk produced in partnership with Wildfarmed using regeneratively farmed oats, differentiating through sustainable sourcing. Sold as a 6-pack of 1L at £13.90 per unit.
- Chai Concentrate Chai tea concentrate designed for both professional and consumer use, sold as a 1L bottle at £5.90, with subscription offering 10% off.
- RTD Oat Lattes (Classic, Vanilla, Cinnamon, Mocha) Shelf-stable ready-to-drink oat lattes available in four flavors (Classic, Vanilla, Cinnamon, and Mocha). Positioned as cafe-quality coffee requiring no preparation. Vegan, non-GMO, with no added sugars. Sold through Sprouts Farmers Market, Amazon, and minorfigures.com.
Quantifiable outcome
- Over 10,000 coffee shops globally
- +2 more outcomes
Companies that use Minor Figures
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Minor Figures technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Minor Figures partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- WildfarmedcoreMinor Figures partnered with Wildfarmed to launch a Regenerative Barista Oat Milk product in October 2025. Wildfarmed provides regeneratively farmed oats, enabling Minor Figures to offer a sustainability-differentiated product with verified regenerative agriculture sourcing.
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
Minor Figures competitors and assessment
Company assessmentDirect peers
- Rude Health: UK-based premium plant-based milk and drink brand with strong specialty and natural foods channel presence. Comparable on geographic origin (UK), product positioning (premium, clean-label, barista-grade oat), and target retail and coffee shop customers.
- Oatly: Category-leading oat milk brand with deep penetration in coffee shops and retail globally. Directly comparable as a plant-based barista milk specialist with similar end customers (specialty coffee chains, cafes, retail consumers), overlapping product formats (barista oat, RTD), and global distribution ambition.
- Ripple Foods: US plant-based milk brand focused on pea-protein formulations competing in the same barista and retail channels. Comparable as a smaller, premium-positioned plant milk challenger with similar distribution through grocery and coffee shops.
- Califia Farms: Premium plant-based beverage brand with barista oat milks and a growing RTD coffee lineup distributed through US natural and mainstream grocery. Comparable in channel mix (specialty coffee + retail), target consumer (sustainability-conscious premium buyers), and category expansion strategy from milks into RTD.
Emerging players
- Plenish: UK plant-based beverage and milk brand competing for the same barista, retail, and DTC shelf as Minor Figures. Comparable as a smaller UK challenger in plant-based milks with overlapping specialty coffee channel ambitions.
- La Colombe: Specialty coffee roaster and RTD cold brew/coffee brand with strong cafe and retail presence. Comparable as a coffee-culture-rooted brand competing for the same shelf and consumer occasion that Minor Figures' RTD oat lattes are now entering.
Broad incumbents
- Blue Diamond Growers (Almond Breeze): Major US plant-based milk brand with broad retail and foodservice distribution including barista formulations. Comparable on shelf competition for plant-based milk SKUs and coffee-shop end-use, though predominantly almond-based rather than oat-focused.
- Alpro (Danone): Established European plant-based beverage portfolio under Danone covering soy, oat, almond, and other dairy alternatives. Directly comparable on product category and shelf positioning, though Alpro is a broad incumbent rather than a barista-focused specialist; Minor Figures' recent Danone Manifesto Ventures investment aligns them strategically.
- SunOpta: Large-scale plant-based ingredient and beverage manufacturer including oat milk supply for private label and branded customers. Comparable as an oat milk producer with foodservice and retail exposure, though SunOpta operates more as a B2B ingredient supplier and co-manufacturer.
- Pacific Foods (Hain Celestial): Plant-based beverage portfolio including barista-style oat milks sold through US natural and mainstream grocery plus foodservice. Comparable on barista oat formulation and US retail distribution, though broader portfolio includes broths and creamers beyond plant milks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Minor Figures social profiles
Digital presenceMinor Figures financial estimates
Financial estimateRevenue estimate
Valuation estimate
Minor Figures leadership team
Management profileNumber of profiles
Profiles4 records
Minor Figures funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Minor Figures M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Minor Figures
What does Minor Figures do?
Minor Figures manufactures and sells shelf-stable plant-based oat milk products (Barista Oat, Organic Oat, and Regenerative Oat varieties), a chai concentrate, and a line of ready-to-drink oat lattes in four flavors. Products are formulated for both professional barista use in coffee shops and at-home consumer consumption, and are vegan, non-GMO, and contain no added sugars.
Is Minor Figures a public or private company?
Minor Figures is a private company. It is classified as venture growth investor backed and is currently operating.
When was Minor Figures founded?
Minor Figures was founded in 2015. It employs 1 to 10 people.
Where is Minor Figures based?
Minor Figures is headquartered in London, United Kingdom, in the Europe region.
How does Minor Figures make money?
Two revenue lines are on record. Product Sales (B2C and B2B) is the primary driver. The others are RTD Beverage Sales.
Who are Minor Figures's main competitors?
Direct peers on record are Rude Health, Oatly, Ripple Foods and Califia Farms. Emerging players are Plenish and La Colombe. Broad incumbents are Blue Diamond Growers (Almond Breeze), Alpro (Danone), SunOpta and Pacific Foods (Hain Celestial).
Does Minor Figures have an API?
No public API is recorded for Minor Figures.
What industry is Minor Figures in?
Minor Figures's product category is Plant-based beverages (oat milk and dairy alternatives). Its primary akta.pro industry code is AFAHAJAG, Plant-Based Barista & Foodservice Formulations (Foaming/Steaming Milks, Culinary Creams), with a secondary code of AFAFAEAF, Plant-Based Milk Alternatives (Soy, Almond, Oat, Coconut, Rice, Pea). Its NAICS code is 312111 and its SIC code is 2090.