Minor Figures
Vegan, sustainable coffee products
- 21-100 employees
- B2C
- Retail
- Sustainability
- Food
- Environmental
- eCommerce
- Walthamstow, London, UK
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Company mission
To create innovative, plant-based products for a more delicious future.
-16% employee growth in 12 months
Our take
Minor Figures is a brand expressing almost all of the most important consumer trends of today. In terms of its flagship product, Minor Figures is a B Corp producing vegan, sustainable, premium coffee, playing to an exploding niche. At the same time, Minor Figures is much more than just a coffee producer - it’s a holistic brand.
What does that mean in practice? It makes merch, it makes games, it makes clothing. There’s also CBD, chai, and a dedicated music platform called MFFM (Minor Figures FM). That all comes together to create a brand that oozes authenticity and funk - perfectly aligned to a modern, urban audience.
Perhaps then Minor Figures is an entirely new challenger brand narrative. The anti-hero — a challenger brand notable for its absence of a grandiose mission or purpose and with a focus instead on enjoying life, having fun and occasionally poking fun at the very notion of brands as our heroes and saviours.
Whatever it is, it's working. Now selling to over 25 countries and with 2022 investment from French multinational Danone, as long as the company stays true to its roots: coffee and fun, it's hard to see its impressive growth flagging any time soon.
Steph
Company Specialist at Welcome to the Jungle
Funding (1 round)
Feb 2015
$0.2m
SEED
Total funding: $0.2m
This company has top investors
Leadership
Stuart Forsyth
(Co-Founder & CEO)Prior to Minor Figures, Stuart spent 4 years at KeepCup as the GM.
Jobs (2)
People, HR, Recruitment
Sales & Account Management