The new Crispy Mo chocolate, safe for kids with allergies and food intolerances, can be found in the free from aisle
- NOMO continue to drive innovation within the plant-based/vegan/free from chocolate category, with an extensive range of AYR and seasonal products.
- NOMO extends its kids’ range following the success of prior kids’ products.
- NOMO is worth £9,523,446 (+ 22.3% at 52 weeks YA) and is double the size of its nearest competitor.1
- Cripsy Mo has an MMRP of £0.55 and weighs 15g.
The UK’s number one vegan and free from chocolate brand has launched its newest chocolate, Crispy Mo (15g), now available at Sainsbury’s and Morrisons with an MRRP of £0.55. The treat is free from dairy, gluten, eggs, and nuts, meaning it can be enjoyed by all children regardless of allergies or dietary restrictions.
With half of allergy sufferers in the UK regularly missing out on social situations because of their food allergy, and two in five parents of children living with allergies reporting that their child had experienced bullying as a result2 — Crispy Mo is more than just a snack, but part of a movement towards inclusivity.
Set to rival popular mainstream kids’ impulse products, Crispy Mo is made with delicious creamy chocolate and rice crispy pieces, and makes a perfect addition for packed lunches, picnics, party bags and after-school treats.
The launch follows the recent release of NOMO’s Cookie Dough block bar – a velvety, creamy chocolate surrounding a sweet cookie dough core.
The Crispy Mo launch comes as NOMO leads the free from and vegan chocolate category – now worth £57,874,469 (+10.4% at 52 weeks YA). Launched in 2019, NOMO is double the size of its nearest competitor, accounting for 16% of the vegan and free from chocolate category – after growing 1.6 percentage points versus the same time last year.
The NOMO all year round (AYR) range accounts for the largest portion of sales for the NOMO brand and is in growth. NOMO AYR is worth £6,301,885 / +7.9% YA and NOMO’s value share of AYR is 13.1%, which is up 0.2% YA from 12.9% YA.
Jac Tyrrell, Brand Manager for NOMO said: “Crispy Mo reflects our commitment to inclusivity, ensuring no child misses out on the taste of chocolate. We want to see children with food allergies and intolerances experiencing the same excitement for delicious snacks without having to compromise on taste or safety. We are confident that children – even those without food allergies – will love Little Mo.”
Parents have shared their reactions on social media: “I have a 5 year old with a milk allergy and I just want to share how grateful we are for your brand, [it] used to be so hard to find child friendly chocolates for her but now she has NOMO she can fit in with her peers”, said one parent on Instagram. “My daughter has anaphylaxis to cows milk and this is one of the few vegan bars where she doesn’t react as there’s no cross contamination risk”, said another.
- All sales data is to 25/03/23 at MAT from Nielsen Scantrack
- Allergy Clinic UK, 20 shocking allergy statistics you need to know
- Research carried out by AllergyUK for Allergy Awareness Week
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