Join us as we go beyond the label with brands we love at Martie. Today, we chat with the team behind the innovative and buzzy oat milk brand out of the UK, Minor Figures! Welcome to the Martie Party, Minor Figures! Let's jump in.
But first, shop the oat milk, here.
We’ve been hearing about Minor Figures everywhere, so we are thrilled to chat with you and learn more!
Martie: What’s the mission behind Minor Figures?
At Minor Figures, we create plant-based beverages designed to take you on a taste trip. Established by baristas and inspired by café culture, our products are developed to push beyond other plant-based alternatives and dairy.
In addition to supporting specialty coffee culture, we’re crafting tomorrow's beverage innovations with the biggest impact and the smallest environmental footprint. And we celebrate it all through connection and community. Whether you’re oat curious or all in on alt-dairy, we’re here to make every sip a little more delicious and a lot more fun. Because we know that to save the world, you have to throw a better party than those destroying it.
Martie: How did the idea come to life for Minor Figures Oat Milks?
Minor Figures was founded in 2014 by a group of coffee-loving friends and baristas for a better planet. Our Barista Oat range was crafted with one goal: to make your coffee taste incredible.
Unlike other plant-based options, we have never been interested in trying to imitate dairy — we’re here to elevate your brew. Our Barista Oat range celebrates the natural characteristics of each coffee's complex flavor instead of smothering them. In short, it's designed to be the Minor Figure in the cup.
Martie: What has been your biggest “aha” moment when building Minor Figures?
While our original cold brew product was gaining traction, our “aha” moment came when we recognized that the cultural and environmental impact was in the milk poured into the cup.
When our Head of Product went vegan, so did Minor Figures – sparking further integration of sustainability into our brand and alignment with the needs of the specialty coffee community. This shift led us to oat milk, not just as a complementary product, but as a core pillar of the brand.
We always keep the final cup in mind, providing our customers with the perfect base for balanced, smooth, and silky beverages every time without sacrificing quality, texture, or taste. With no added sugar, no stabilizers, and a clean label, our Barista Oat brings out the best in every bean. Whether you’re brewing at home or dialing in your go-to espresso, Barista Oat delivers a café-quality experience in every cup.
Martie: Why oat milk?
We’re proud to be in the oat business, as oat milk produces 3x fewer greenhouse gases per liter than dairy milk, generates 80% fewer carbon emissions, and uses 80% less water and land. We’re firm in our belief that the future must be delicious and that oat milk paves a clear path towards it. Statistics quoted from Science.org (here).
Martie: How else does Minor Figures practice sustainability?
Our commitment to sustainability goes beyond our products. We’re one of the only B Corp-certified oat milk brands in North America and continuously looking to improve.
In addition to our B Corp certification, as of this year, we have committed to making quarterly donations of funds and resources to social and environmental initiatives in coffee-growing regions and their local communities.
Martie: To Minor Figures, what does it mean to be a B-Corp?
Minor Figures holds steadfast to the pillars of being 100% plant-based and always B Corp, meeting B Lab’s standards of social and environmental performance, transparency, and accountability to positive impact on stakeholders and the planet.
In 2025, we recertified, improving our score to 89.9. Our recertification demonstrates our commitment to high standards of verified performance, accountability, and transparency, encompassing factors such as employee benefits and charitable giving, as well as supply chain practices and input materials.
Martie: Could you tell us a bit more about Bean Voyage and Todos al Agua?
Bean Voyage is a non-profit organization providing training and market access to smallholder women coffee farmers. Bean Voyage is supporting their mission to build thriving businesses for these coffee farmers, eradicating the gender gap in farming communities.
Todos al Agua™ is an organization that supports coffee families as they mitigate and adapt to climate change, while simultaneously improving their quality of life and management of natural resources.
Martie: Tell us about the product that is currently available on Martie?
Barista Oat Light is a low-sugar, low-fat alternative to our original Barista Oat. It’s perfect for recreating barista-quality lattes and cappuccinos at home without all of the extra.
Made with water, oats, and sunflower oil, it can also be enjoyed with cereal, in smoothies, or straight up!
Martie: Why is working with Martie important to Minor Figures?
The Martie partnership is important to Minor Figures because it aligns with our commitments to reduce waste and make delicious specialty plant-based products more accessible. Martie helps us extend the life and reach of our products by offering them to a like-minded audience, ensuring nothing goes to waste.
