‘The demand from our customers for alternative milks continues to rise, with oat milk proving particularly popular’
Waitrose has recorded a staggering 113% spike in the sales of oat milk over the last year.
According to the retailer with the lockdown shuttering cafes, most coffee lovers have been recreating their favourite drinks at home as sales of barista-style alternative milks designed especially to be used in coffees are up 64% along with a rise in sales of whole bean coffee and coffee-making equipment.
Among all the alternative milk options available, Waitrose adds that 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.
The increased demand for oat milk has prompted the British supermarket to launch two new dairy-free oat drinks.Oat Milk and Organic Oat Milk by UK coffee company Minor Figures will be available as national grocery exclusives from 5th August.
“We’re really excited to be launching these new oat milks from Minor Figures,” said Alice Shrubsall, buyer for Long Life Milk & Dairy Alternatives at Waitrose in a statement.
“The demand from our customers for alternative milks continues to rise, with oat milk proving particularly popular, so we know these varieties will be the perfect addition to our range and we can’t wait for shoppers to try them.
“We predict that as social distancing restrictions lift, sales will continue to do so too, as more of our customers continue to work from home and enjoy their barista-style coffee while doing so.”
‘Designed for coffee’
According to Minor Figures, the new oat drinks are designed to complement the flavours of coffee, don’t split and create perfectly textured micro-foam when steamed.
In addition to coffee, the plant-based drinks can be added to tea, smoothies and cereals.
“Our Regular and Organic Oat M*lks have been designed to pair perfectly with great tasting coffee,” Stuart Forsyth, co-founder and CEO of Minor Figures said.
“We’re all coffee people, and wanted to reflect that by creating a product that would allow baristas to heighten their customers’ own coffee-drinking experience. The desire for decent dairy-free products is huge, and only getting bigger, with café customers choosing oat in and out of home.”
‘Win a year’s supply’
The brand is also running a contest allowing customers a chance to win a year’s supply of oat milk.
Announcing the contest on its Instagram, the brand wrote: “Fancy winning a year’s supply of Oat M*lk!
“That’s 144 litres of the good stuff, completely free. Visit our Latte Art Simulator, create and save an original artwork and upload to Insta, tagging us and using the hashtag #highonacids.
“We’ll award our favourite three entires. Competition ends 6th of August.
View this post on Instagram
Fancy winning a year’s supply of Oat M*lk! That’s 144 litres of the good stuff, completely free. Visit our Latte Art Simulator (link in bio), create and save an original artwork and upload to Insta, tagging us and using the hashtag #highonacids. We’ll award our favourite three entires. competition ends 6th of August . Please note, Oat M*lk will be delivered on a monthly basis, so don’t worry about this huge pile of Oat M*lk getting dropped on your doorstep. ? #win #contest #oatmilk
Share this news to let others know about the new oat drinks to be launched at Waitrose.
Vegan culture, food, beauty & more
- Mohsina Dodhiya
- 16th April 2021
“I enjoy the vegan lifestyle because I have a lot of energy from eating tons of carbs, and I have less stomach issues as well.” A kinesiology student says going vegan has helped her lose weight, transformed her life, and inspired her to become a ‘personal trainer’. Sharing her weight loss journey, 22-year-old Hope Peterson …
- Mohsina Dodhiya
- 13th April 2021
“More than one in a hundred people in the UK are now vegan, and the proportion is growing every year. It’s time our schools catch up and make sure all their pupils feel safe, welcome, and valued.” A vegan pupil’s mother has been campaigning to add vegan options to school menus across the UK. According …
All the quizzes you love to binge!
- Marlon Farrugia
- 10th January 2020
How much vegan knowledge do you have stored away? Do you have to Google your way through a shopping trip, or do you have all the bad E-numbers memorised? Find out now with this quiz. Marlon Farrugia Marlon Farrugia is a freelance writer from Brighton. He has been a dedicated vegan for many years, and …
- Marlon Farrugia
- 13th October 2019
Spook Season approaches. There will be ghosts, goblins, ghouls, and glucose. You need a costume, and you want to it to show off your personality, which means VEGAN. But what to choose? Take our quiz to find out your perfect outfit. Marlon Farrugia Marlon Farrugia is a freelance writer from Brighton. He has been a …
- Marlon Farrugia
- 26th September 2019
“If you were a vegetable, what kind would you be?” A question that has tormented humanity throughout the ages – until now. Read: QUIZ: If you score 19/20 on THIS quiz, you’re a Vegan God Marlon Farrugia Marlon Farrugia is a freelance writer from Brighton. He has been a dedicated vegan for many years, and …