Plant-based desserts brand Freaks of Nature has changed its name after five years on the market – as part of a rebrand aimed at appealing to a broader spectrum of shoppers.
Now called Over The Spoon, the West Yorkshire business has also overhauled its range of pudding pots. It now includes a dairy-free and gluten-free trifle, which the brand claimed was a “world first”.
Creamy Strawberry Trifle (rsp: £1.50) will roll into Tesco from 5 July along with Zingy Lemon Cheesecake, Chocolate Fudge Pudding (rsp: £2) and Belgian Chocolate Mousse (rsp: £1.75). They are all vegan and contain neither dairy nor gluten.
The rebrand was designed to attract more flexitarians, said Over The Spoon MD Tim Wild. “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.”
Desserts was “one of the easiest and tastiest ways to cut down” on dairy consumption, he added. “We can help consumers make the swap by offering a delicious range of permissible treats for everyone to enjoy while realising the benefits of a next generation, plant-based lifestyle.”
Listed by grocers including Tesco, Sainsbury’s and Asda, Ossett-based Over The Spoon was launched as Freaks of Nature in 2016 by Peter Ahye.
In June 2020, it announced a £1m investment into expanding its manufacturing capability to keep up with demand for its chilled and hot desserts.