A joyful refresh, a familiar mission and some friendly faces returning for adventure.
At Moo Free, we’ve always stood for something simple: no child (or grown up!) should ever feel left out because of allergies or dietary choices. Since 2010, our dairy dodging, vegan-friendly chocolates have been bringing joy, inclusion, and imagination to people everywhere – and that mission is still going strong.
Now, we’re turning the page to an exciting new chapter. One that celebrates where we’ve come from, and where we’re headed next. And it all begins with a bold new look landing on shelves near you.
What’s New?
- A refreshed logo and visual identity – brighter, bolder, and full of character
- Updated packaging that’s easier to navigate, but still playful at heart
- A renewed commitment to inclusivity, sustainability, and of course, great taste
We’ve also simplified our branding, and that’s not just a design choice; it’s a decision shaped by our customers.
Many of our customers told us how tricky it can be navigating busy free from aisles: loud labels, confusing ‘may contains’, and far too much to process in a hurry. That’s why our new look makes it clearer than ever that Moo Free is exactly what you’re looking for – treats you can trust.
So, whether you’re buying for yourself or someone with specific dietary needs, we want you to feel confident and reassured every time you reach for our products.
What’s Staying the Same?
- Our multi-award-winning recipes
- Always dairy free, gluten free, vegan friendly
- The same heart, care, and joyful mission that’s guided us from the very beginning
Moo Free was created to bring joy to those who often feel left out and this brand refresh is our way of making sure we keep doing just that, in bigger and better ways.
Look Who’s Back…
Our playful new packs also mark the return of some much-loved Moo Free characters – each one inspired by our founding family and the values we hold close.
Hammy Hamster, the wise leader, is based on co-founder Andrea. Known for her brilliant mind and unique perspective, Hammy is all about confidence, courage, and pulling off the impossible (often in purple).
Mikey Bunny, our fearless adventurer, is based on Mike, Moo Free’s other co-founder and the creative behind our original and refreshed look. Full of ideas and usually wearing a hat, Mikey keeps us curious and moving forward.
Kitty Cakes, the joyful explorer, is inspired by Andrea and Mike’s daughter, Leah. With a love of discovery and a tattoo to match, Kitty Cakes brings imagination and heart to everything we do.
These characters will feature across our kids’ ranges, helping bring Moo Free’s world to life, one story at a time. And as new products launch, more characters and tales will unfold from our journey.
Treats You Can Trust – Now and Always
Our new tagline says it all. Treats You Can Trust isn’t just a promise, it’s the reason we exist. No hidden nasties. No confusing claims. Just ethically made, joyfully inclusive chocolate that tastes as good as it feels.
From Niche to Needed: How Far We’ve Come
Fifteen years ago, the free-from aisle barely existed. Moo Free began as a tiny voice in a quiet space. Today, there's far more choice and we're proud to have played a part in that growth. As our customers have grown, so have we.
From kids’ treats to grown-up snacks, we’re always listening and learning. Many of our ideas come directly from you – your feedback, your flavour ideas, your allergy needs. Together, we’re shaping what Moo Free becomes next.
As our new packaging rolls out, you may still spot a few bars or bags wearing their old outfits – that’s just part of the changeover. And by the end of September, our website and social channels will be fully refreshed too, ready to welcome you into the new Moo Free world.
Until then, thank you for being part of our journey. For every bar unwrapped, every message shared, and every chocolatey moment of joy – we’re so glad you’re here.
We're all about treats you can trust here at Moo Free.
