Albion has been appointed by Riviera Desserts to launch a new non-dairy dessert brand, called No Moo. The company claims the soya-based “healthy” dessert will be the first of its kind in the chilled market.
The agency has already worked with Riviera, which is part of chilled food Uniq, on the design and positioning of the range. It is now developing press ads, a website and a viral campaign ahead of a major push behind the brand later this summer. It will have the strapline “Dairy free from Devon”.
No Moo, which will be launched in September, will target mothers looking for healthy options for their families, and other health-conscious female consumers. Riviera hopes the fact that the range, which has four variants including chocolate mousse and vanilla custard, is high in vitamins and calcium will also attract consumers.
Riviera managing director Hamish Renton says the dessert is a “radical departure” for the dairy industry and “the birth of the non-dairy dessert category”. He adds: “The marketing of No Moo is unlike anything seen in this sector.”
Renton is a former head of health and diet at Tesco and helped to launch the GI diet in the UK. He joined Uniq to lead the desserts division in July 2005.
The account is the latest in a string of new business wins for Albion, which has also picked up the Betfair and UKTV business this year.