At Moo Free, we know chocolate isn’t just chocolate. For many families, especially those living with ARFID (Avoidant/Restrictive Food Intake Disorder), allergies, or sensory sensitivities, the familiar look and feel of a favourite treat can mean the world.
That’s why we want to talk openly about our brand refresh, and how we’re here to support you through it.
Why the Change?
You may have already seen some of our joyful refresh: brighter packs, clearer labelling, and the return of much-loved Moo Free characters. These updates make Moo Free easier to spot in busy free-from aisles and ensure everyone knows our chocolate is still the same delicious, award-winning, free-from recipe you trust.
But we also know: when you or your child rely on consistency, even small changes can feel big.
We Understand the Challenges of ARFID
For children with ARFID or sensory sensitivities, packaging changes can cause stress, uncertainty, or even food refusal.
That’s why:
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The chocolate itself hasn’t changed – our recipes are exactly the same.
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We’ve kept familiar characters like Hammy, Mikey, and Kitty Cakes to ease the transition.
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We’ll continue listening to parents and carers, learning from your experiences.
Expert Advice to Help with Transitions
Specialists in children’s eating behaviours recommend gentle strategies such as:
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Showing the new packs alongside the old where possible, to help children make the link. (we can help with this!)
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Talking about the characters on the new packs - creating a story can make the change feel fun, not scary.
- Modelling confidence: if children see parents enjoying the chocolate, they’re more likely to accept it.
Every child is different, so go at their pace.
Supporting Families
While we can’t guarantee ongoing access to old packs, we’ll continue to share resources and listen to feedback to to help make the transition smoother.
Our Ongoing Commitment
At Moo Free, our mission has always been about inclusion - making sure no one feels left out because of allergies, dietary needs, or food challenges. That hasn’t changed, and it never will.
Thank you for trusting us, sharing your experiences, and being part of the Moo Free family. Together, we can make this refresh not just a change, but an opportunity to bring more joy and confidence into every chocolatey moment.
We’re all about treats you can trust here at Moo Free.
