Vegan delights offered up with new Moo Free Easter Egg series

UK confectionery business, Moo Free, has unveiled its latest Easter collection, delivering an enhanced range featuring two new products, as well as a refreshed bestseller and new sharing pack, reports Neill Barston.

The award-winning business, which specialised in B2B markets has forecasted growth of more than 30 per cent unit volume increase on branded Easter lines versus 2023, and the 2024 Spring line up has gained additional listings in Tesco, Sainsbury’s, Asda, Lidl, Waitrose, and Ocado.

The latest additions to the free-from chocolate leader’s Easter offering are the new, colourful Strawberry Sundae Egg, a ground-breaking addition to the free-from category with Moo Free’s strawberry-flavoured chocolate, and the new Rocky Road Easter Egg, featuring milk chocolate with a splat of white, loaded with Moo Free’s distinctive Moofreesas biscuit rice balls, raisins, marshmallows and cinder toffee pieces.

Both SKUs are perfect gifts for chocolate lovers who are free-from or following a vegan diet. Moo Free has also re-packaged its popular Caramel Mini Eggs, which proved so successful when launched last year, in a handy sharing pouches format.

Founded in 2010, Moo Free’s entire range is dairy, gluten and soya free, while also suitable for vegans. Their award-winning chocolate is sourced from ethical cocoa from Rainforest Alliance certified farmers. The Moo Free range doesn’t use any single-use plastic, and the packaging can be fully recycled.

The latest series includes a Strawberry Sundae Easter Egg RRP £4.50 (85g) (available from, Sainsbury’s and Lidl), made from Moo Free’s creamy, white chocolate with a splash of new strawberry flavoured chocolate, plus a smattering of fluffy marshmallows.

In addition, the company is releasing its Rocky Road Easter Egg RRP £4.50 (85g) (available from, Tesco, Morrisons, Waitrose, Ocado, featuring a “milk” chocolate egg with a splat of white chocolate. It is then loaded with the Moofreesas biscuit rice balls, juicy raisins, marshmallows and cinder toffee pieces.

Finally, the brand is also offering its Caramel Mini Eggs RRP £3.50 (88g) (available from its website, Tesco, Sainsbury’s, Asda and Morrisons) Following last year’s successful launch, these popular items move into a sharing pouch format, designed for Easter gifting and treating.

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