Free-from pudding model, Freaks of Nature, has rebranded as Around The Spoon, a dairy-totally free dessert variety. The new manufacturer, built by strategic branding company Robotic Food stuff, aims to evolve the selection from a absolutely free-from dessert alternate to a mainstream dairy-totally free proposition.


Originally launched in 2017 by Cardium Products and solutions Ltd as the UK’s only committed maker of cost-free-from puddings, Freaks of Mother nature was made in reaction to the growing possibility in the plant-dependent and free of charge-from room.

In the several years considering the fact that, plant-based has become significantly mainstream, but underneath the label Freaks of Mother nature, the dessert model observed itself caught in the minority free of charge-from section of supermarkets, catering to unique dietary desires instead than a escalating broader lifestyle.

The largest problem for the manufacturer was acknowledging that it wanted to re-invent itself to optimise its attractiveness to the rapid altering consumer landscape, handling director of More than The Spoon, Tim Wild, describes.

“Along with a totally fresh model identification, we have a whole new line-up of tastier solutions hitting the cabinets. Our goal is to make the advantages of a next era way of life obtainable to everyone, without the need of compromise,” he claims.

“Plant-dependent operates for sausages but appeared to jar with what people today count on from a dessert. And when we appeared at the growth in demand in the adjacent non-dairy milk classification, it became clear to us that ‘dairy-free’ was a more robust commencing point,” suggests Simon Forster, founder and resourceful director of Robotic Meals.

Over The Spoon aims to be a fresh, playful get on ‘dairy-free’ desserts that provides the beforehand market pudding range out of the cost-free-from category and into the mainstream as a credible and day-to-day take care of.

The transformation of the brand name from Freaks of Nature to In excess of The Spoon started off with a total overhaul of the model positioning to draw in the mainstream customer. From the ‘dairy-free’ principle arrived the notion of releasing dairy. The playful line of considering in the long run led the agency to create the new brand name identify ‘Over The Spoon’ and to craft the top pack phone-out: ‘Dairy Totally free-d.’

The new brand by Robot Meals imagines what Daisy the cow may well be carrying out as soon as freed from getting milked all day. By cheerful colors, modern day typography, and an up-beat tone of voice, About The Spoon aims to invite customers into a fun model world with potent fundamental cause-driven implications all over sustainability and animal welfare.

Pastel colourways invoke basic cues from dairy-primarily based treats – in this way, buyers never sense they are missing out, even when the interaction extols the obvious positive aspects over dairy counterparts.

 “The model is now what you want from an day to day address,” Forster states. “It’s brilliant and fun, but also showcases appetising product photography, lacking from the prior model, so you know specifically what you are finding.”