• Freaks of Nature rebranding to Over The Spoon to broaden audience appeal
  • Tesco to be first to take full range of NPD including the world’s first dairy and gluten free trifle, as free-from chilled desserts category rises 25% year-on-year
  • The brand believes that by 2030 there is an opportunity to make 50% of chilled UK dessert sales dairy free

Freaks of Nature, one of the UK’s longest-established dairy free dessert brands, is to rebrand from the beginning of July 2021 to Over The Spoon.

Founded in 2016 by entrepreneur and passionate foodie, Peter Ahye, the Freaks of Nature rebrand has been created to appeal to any consumer craving a tempting, tasty dessert. The new brand, Over The Spoon, will make the experience of choosing and eating a dairy free dessert exciting and fun, whether the consumer is vegan, veggie or flexi.

Tim Wild, UK Managing Director, says: “Appealing to dairy consumers is critical to growing the category. We are changing our brand to broaden our appeal beyond dairy free and vegan audiences.”

He continues: “Desserts are the sweetest way to make a change for the planet. Worldwide, the dairy industry contributes 3.4% of the global annual greenhouse gas emissions, making it close to the combined contribution from aviation and shipping combined (which are 1.9% and 1.7% respectively.) [1] Although milk alternatives are growing rapidly, it can be a big leap for many consumers to have almond milk in their tea. Desserts, however, are one of the easiest and tastiest ways to cut down. We can help consumers make the swap by offering a delicious range of ‘permissible treats’ for everyone to enjoy whilst realising the benefits of a next generation plant-based lifestyle.”

The free from dessert market continues to grow, with latest figures indicating a 25% volume increase[2]. The new brand is aiming to broaden the category even further and believes that by 2030 there is an opportunity to make 50% of chilled UK dessert sales dairy free. With 42% of the world population now flexitarian[3], Over The Spoon wants to ensure that the adoption of a more plant based and dairy free lifestyle is easy, but with no compromise on taste, quality and price for the consumer.

After carrying out one of the largest pieces of consumer research into the category, Over The Spoon has a very good understanding of what is driving consumer purchase and ‘first time triers’. Brand and shelf appeal came out as key motivators. With this in mind, the business is supporting the rebrand with a significant marketing investment and a bold, fun-filled ‘Give A Cow A Break’ campaign (featuring ‘Daisy the cow’) which will be activated across PR, advertising, experiential and social media during the summer. Daisy will be at the forefront of the campaign, helping to celebrate the joy of desserts and the emotional release they create. In addition, the new ‘dairy-free-d’ packaging is playful and irreverent, highlighting just how easy and compromise-free dairy-free puddings can be.

Launching into Tesco on 5th July 2021, the new Over The Spoon range is comprised of many of the nation’s favourites, including Creamy Strawberry Trifle (the world’s first ever dairy and gluten free trifle) RRP £1.50; Zingy Lemon Cheesecake, RRP £2.00 for a 2 pack; Belgian Chocolate Mousse, RRP £1.75 for a 2 pack; and Chocolate Fudge Pudding, RRP £2.00 for a 2 pack. The range is vegan friendly, gluten free, dairy free and made in the UK.

[1] https://www.bbc.com/future/article/20201208-climate-change-can-dairy-farming-become-sustainable

[2] Kantar March 2020 vs March 2021

[3] https://bit.ly/3x3Z6XP Euromonitor: The Rise of Vegan & Vegetarian Food

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