From the guys that gave us the world’s first coconut water ice lolly, it would not be long till OkoBay discovered the next new frozen trend and entered the market this year with their latest range of coconut milk. Launching with 3 flavour variants: Chocolate, Mango and Straight up Coconut. The tubs come in 500ml format. The are free from all major allergens and contain up to 50% less sugar that traditional ice cream.
OkoBay’s coconut milk ice cream selling at a rapid rate should be no surprise as data from Kantar World panel shows that more than half of Britons (55.2 per cent) are now buying “free from” products. The UK market, which was worth just £173 million in 2009, is now worth twice as much – valued at £355 million in 2014, and the sector is expected to grow even further, by 2018 it is expected to be worth £538 million, according to forecasts by consumer analysts Mintel.
OkoBay’s CEO TJ Herbert promises that these new ice creams do not comprise on flavour and this is made evident in their Chocolate variant being named a Finalist in The Grocer NewProduct Awards 2015.
Leading supermarket Waitrose’s Food & Drink 2014 Report acknowledging that sales of dairy free products jumped by 22% last year. Trade magazine The Grocer described, “free from” produce as “one of grocery’s great success stories”.
Whether it is dairy free or gluten free; snacks within this sector are increasingly popular as people become more aware of food intolerances. Allergy UK research states that as many as 25 million people suffer from an allergy, which is some indicator to thepotential market value. And the market is not just confined to people with food intolerance. ‘Free from’ snacks are also gaining interest from a growing number of health conscious eaters who are embracing free from diets – such as vegan, raw and paleo; and celebrities like Beyoncé, Victoria Beckham and Gwyneth Paltrow are also promoting the trend.
In 2016 OkoBay will be extending its range to include more decadent flavours and will still be thefirst free-from ice cream brand to have several more indulgent inclusion varieties.
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