Design: Robot Food
Location: United Kingdom
Project Type: Produced
Client: Over the Spoon
Product Launch Location: United Kingdom
Packaging Contents: Dairy-free dessert range
Packaging Substrate / Materials: Paper

Freaks of Nature Re-launches as Over The Spoon, with new brand by Robot Food

Free-from pudding brand Freaks of Nature re-launches as Over The Spoon, a delicious dairy-free dessert range. The playful and inclusive brand, created by strategic branding agency Robot Food aims to take the range from the specialist food aisle to the mainstream chiller to go pot-to-pot with dairy counterparts.

Tim Wild, Managing Director, Over The Spoon, says “Following over three years in market and a substantial amount of investment in the existing brand, the biggest challenge for us was acknowledging that we needed to re-invent ourselves to optimise our appeal to this fast changing consumer landscape. We took the leap and the consumer and retailer feedback has been fantastic. Along with a completely fresh brand identity, we have a whole new line-up of tastier products hitting the shelves. Our aim is to make the benefits of a next generation lifestyle accessible to everyone, without compromise.”

Through a strategic reset, new name, fresh visual identity, and playful packaging and brand world, Robot Food has helped Over The Spoon evolve from a free-from dessert alternative, to a mainstream dairy-free proposition – celebrating everyday flavourful treats for everyone, regardless of dietary needs.

Simon Forster, Founder and ECD, Robot Food says: “Plant-based works for sausages but seemed to jar with what people expect from a dessert. And when we looked at the growth in demand in the adjacent non-dairy milk category, it became clear to us that ‘dairy-free’ was a stronger starting point.”

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