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."
What's Driving This Trend
- Lactose-free Premium Products
- Beckon's lactose-free ice cream offers an opportunity for premium food and beverage brands to introduce lactose-free versions of their products.
- Specific Targeting for Health Needs
- Other food and beverage brands can follow Beckon's strategy of targeting specific health needs such as lactose intolerance to create a niche market.
- Rebranding for Premium Offerings
- Rebranding can effectively communicate a brand's shift towards premium offerings and increase perceived value, as seen in Beckon's repositioning.
Who This Affects Most
- Food and Beverage Industry
- Other players in the food and beverage industry can adopt Beckon's strategy and create lactose-free options for their products to cater to specific consumer needs.
- Premium Dairy Industry
- Dairy product manufacturers can explore introducing premium lactose-free products to appeal to niche markets, similar to Beckon's offerings.
- Specialty Health Food Industry
- Beckon's lactose-free ice cream can inspire the creation of more specialty health food brands that cater to specific dietary needs and restrictions.
