Freaks of Nature re-launches as Over The Spoon with Robotic Meals
Over The Spoon aims to move the palette from the specialized grocery aisle to the mainstream cooler to go from pot to pot with dairy products.
Pudding brand free Nature freaks reboots as About the spoon, a delicious range of desserts without dairy products. The playful and integrative brand, created by a strategic branding agency, Robotic food, aims to move the pallet from the specialized grocery aisle to the mainstream cooler to go from pot to pot with dairy products.
Tim Wild, Managing Director of Over The Spoon, says: “After over three years in the market and significant investments in the existing brand, the biggest challenge we faced was realizing that we had to reinvent ourselves in order to optimize our attractiveness this rapidly changing consumer landscape. We took the plunge and the feedback from consumers and retailers has been fantastic. Along with a completely fresh brand identity, we have a whole new range of tastier products on the shelves. Our goal is to bring the benefits of a next generation lifestyle to everyone without compromise. “
Through a strategic realignment, a new name, a fresh visual identity and a playful packaging and branding world, Robot Food has helped Over The Spoon evolve from a dessert alternative to a dairy-free mainstream offering, offering everyday tasty treats for everyone celebrates regardless of nutritional needs.
Simon Forster, Founder and ECD, Robot Food says, “Plant-based works for sausages, but seemed to outperform what people expect from a dessert. And when we looked at the growth in demand in the adjacent dairy-free milk category, we realized that “dairy-free was a stronger starting point”.
Originally launched in 2017 by Cardium Products Ltd as the only dedicated pudding maker in the UK, Freaks of Nature was created in response to the growing opportunities in plant-based and free space.
In recent years, the plant-based basis has become more and more popular. But under the label Freaks of Nature, the dessert brand found itself in the minority of the supermarkets, which responded more to specific nutritional needs than to an ever-expanding lifestyle.
To better maximize the range’s commercial potential, Freaks of Nature came to Robot Food to take the brand to new heights.
To this end, Robot Food created a completely new brand from scratch. Over The Spoon is a fresh, playful interpretation of “dairy-free” desserts that catapults the previous niche pudding range from the “free from” category into the mainstream as a believable, delicious, everyday treat for everyone.
The brand transformation from Freaks of Nature to Over The Spoon began with a complete overhaul of the brand positioning to appeal to the mainstream consumer.
Forster explains: “The ‘dairy-free’ position led to the idea of exempting dairy products. What would Daisy the cow do if she wasn’t milked all day? “
This playful way of thinking ultimately led Robot Food to create the new brand name “Over The Spoon” and develop the leading packaging name “Dairy Free-d”.
Robot Food’s new brand envisions exactly what Daisy the cow could do if she were free from milking all day. Through cheerful colors, modern typography and an accessible, optimistic tone of voice, Over The Spoon invites consumers into an entertaining brand world with strong cause-oriented implications for sustainability and animal welfare.
Pastel colors are reminiscent of classic references to milk-based goodies – this way, consumers don’t feel like they’re missing out, even if the communication highlights the clear advantages over dairy products.
“The brand is now what you would expect from an everyday delicacy,” says Forster. “It’s bright and fun, but also shows appetizing product photographs that were missing from the previous brand, so you know exactly what you’re getting.”
On the packaging, the identity, which was illustrated internally by Robot Food Junior Designer Ryley Devine, changes from product to product and shows Daisy, the cow that is on her bucket list.
“It was great to have the opportunity so early in my design career to show what I’m made of on such an important project. I loved doing the illustrations and I’m honored to have helped Daisy live her best life, ”says Devine.
The underlying message suggests that Daisy has shed expectations and labels, so Over The Spoon consumers are encouraged to do the same, vegan, vegetarian, flexi – whoever. These delicious dairy-free treats are for everyone.
Through a total transformation focused on what Cardium does best, Robot Food Over The Spoon gave a complete branding toolkit to successfully break down the barriers and remove the baggage of a free-from label and thus the place of the To consolidate the brand in the mainstream.
