Minus the Moo is refreshing its identity with a new look and name, Beckon, but it will still be offering lactose-free ice cream made with milk from cows. The rebranding is set to better position the brand as a premium offering, especially one that conveys consumers need not opt to buy a non-dairy ice cream product in the case of lactose intolerance.
The lactose-free ice cream five flavors produced by Beckon include indulgent options such as Sea Salt Chocolate Chip, Mint Chip, Espresso, as well as classic Vanilla and Chocolate.
Rather than targeting dairy-free consumers looking for substitutes, Beckon specifically appeals to those who wish to avoid lactose. As Gwen Burlingame, co-founder of Beckon, stresses: "Our ice cream is not an alternative; it’s the real deal."