Vegan trend

Moo Free’s online sales jump 300% on back of vegan chocolate trend

By Anthony Myers

- Last updated on GMT

Moo Free's Easter Eggs are 100% vegan. Pic: Moo Free
Moo Free's Easter Eggs are 100% vegan. Pic: Moo Free

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As the free-from and vegan sector continues to grow, Moo Free, the self-proclaimed ‘dairy-dodging chocolate brand’, says it enjoyed a 300% growth for its online sales in the past 12 months.

A family run business, Moo Free was founded in May 2010 by Andrea and Mike Jessop. Andrea is gluten intolerant and Mike lactose intolerant.

Moo Free started out in 2008 by making a small number of Easter eggs using a milk alternative chocolate, which proved so popular the couple re-mortgaged their house in Devon and invested in machinery and ingredients, spending two years tweaking the recipe before Moo Free was officially born in May 2010.

Moo Free has evolved over the past 10 years, perfecting its recipes for some of the best tasting, ethical and free-from, vegan chocolate.

The creations are made from two types of cocoa beans. The Everyday and Mini Bar range is made from UTZ/Rainforest Alliance cocoa from Africa, and their Premium range uses organic cocoa sourced from the Dominican Republic which is produced to high ethical standards.

Significant investment

Following significant investment in a brand makeover in 2020, Moo Free has ambitious double figure growth plans for 2021 and has appointed a marketing agency to help expand its loyal fan base and increase purchase frequency.

Andrea Jessop, Moo Free CEO, said: “We have enjoyed seeing the online shop continue to grow, especially in 2020 where sales were particularly strong. With the popularity of vegan and plant-based diets, we are forecasting a very buoyant year ahead​.”

Moo Free packaging is fully recyclable, and it is registered with the Vegan Society.

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