Minor Figures - Success Case Study
Summary
Minor Figures was launched in 2014 with a vision to bring something new to the UK oat milk market. Minor Figures has a foodservice and retail positioning, with its portfolio including oat milk cartons, ready-to-drink oat milk coffee drinks and refillable 10l formats.
How a quirky oat milk brand succeeds through market positioning and brand strategy.
Scope
- Minor Figures appeals to all experimental consumers, mainly plant-based consumers who favor oat milk, and coffee-fanatic consumers who wish to upgrade their experience.
- Sustainability is a huge part of Minor Figures approach, as it is carbon neutral B-Corp, meaning that sustainability is at the core of the brand.
- It has became somewhat of a cult brand since 2017, with quirky branding and a heavy social media presence, particularly among younger consumers.
- Understand consumer behavior and company responses in order to tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
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