Waitrose is launching two new dairy-free oat drinks by Minor Figures, as sales of alternative milks continue to grow. Oat milk is proving particularly popular among Waitrose customers, with sales up 113%. Online searches for ‘oat milk’ are up 210% and the search term ‘barista oat milk’ is up a staggering 1,517% on Waitrose.com vs last year.
Reflecting the trend that coffee lovers have been recreating their favourite drinks at home, Waitrose reports that sales of barista style alternative milks – those that are designed especially to be used in coffees – are up 64%, and in the earlier stages of lockdown, Waitrose and John Lewis saw a rise in sales of whole bean coffee and coffee-making equipment as shoppers missed their daily trip to the café.
Launching as national grocery exclusives on 5th August, the Oat Milk and Organic Oat Milk are suitable for vegans. Made by Minor Figures, an East London based company who specialise in ingredients to make barista-style coffees, both varieties are designed to complement the flavours of coffee, don’t split and create perfectly textured micro-foam when steamed. In addition to coffee, they are equally as delicious in cups of tea, smoothies or poured over cereal.