Moo Free launches its ‘Jub-moo-lee Bar’ to mark Queen’s major milestone

UK-based Free-from vegan chocolate brand Moo Free, the free from, has entered into the spirit of the Queen’s Jubilee celebrations with a special commemorative series, reports Neill Barston.

The limited edition line has been made with fine grade Hispaniola cocoa beans, with the ‘Jub-moo-lee Bar’ has a wrapper filled with wildflower seeds for customers to plant, offering an additional memento of the big occasion marking the monarch’s seven decades on the throne.

As the company noted, the celebratory treat, which is available on its website and selected retailers, isn’t just for those with food allergies or who are following a vegan lifestyle, but for everyone to enjoy on this significant milestone.

Andrea Jessop, CEO of Moo Free, said: “Celebrations like the Platinum Jubilee can be a frustrating time, if you suffer with allergies or follow a plant-based diet. We have set to change that frustration! Without compromising on taste or product quality, we sourced the highest quality cocoa to create our chocolate and crafted a delicious product that will bring excitement to everyone’s Jubilee.

“The Jub-moo-lee Bar is only available online, but as the free from and vegan confectionery category continues to grow, shoppers will expect to see more of these types of offerings in store. This brings a great opportunity for retailers – especially when it comes to chocolate.”

Moreover, as the company added, its chocolate range are free from dairy, gluten, soya and expertly made using high quality, ethical cocoa from Rainforest Alliance certified farmers.

The Jub-moo-lee Bar is produced using organic cocoa from the Dominican Republic, from cocoa beans grown on Trinitario cocoa trees, cultivated and harvested in the cooling shade of citrus, avocado and banana trees.

Moo Free is one of the top free-from chocolate brands in the UK and is in 17 per cent volume growth YOY (Nielsen data, February 2022). Since its launch in 2010 Moo Free has won more than 100 free-from and vegan awards. Its huge popularity stems from its appeal to those with allergies or who are following a plant-based or vegan diet. The product range is free from dairy, gluten and soya and uses high quality, ethical chocolate.

Significantly, the brand has also seen online sales for its webshop soar 45 per cent in comparison to last year (internal sales data, January 2022). It has achieved distribution in a number of multiple grocers and is looking to increase its presence elsewhere. The core range includes Everyday Choccy Bar (original “milk” and white), Mini Bars (“milk”, white, bunnycomb, strawberry, orange, mint and caramel) and the Choccy Rocks range (Moofreesas, Bunnycomb and Raisins).

The brand has also recently introduced a collection of dairy-free chocolate covered goodies to its core range with the launch of Choccy Rocks. The individual snack-packs are made up of Moofreesas, which are gluten-free malt balls, Bunnycomb, vegan honeycomb, and chocolate raisins.


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