Beckon (formerly Minus the Moo) is an ice cream that happens to be lactose – free. They faced a sizable challenge; consumers had a hard time shaking preconceived notions around the set. Lactose – free just didn’t scream delicious to customers. Our goal was to re envision the lactose-free ice cream category. We wanted Beckons’ ice cream to evoke premium indulgence and taste first and foremost, letting lactose-free take more of a secondary backseat.
The rebrand, launched in June of 2018, included our new name, Beckon, that served as a welcoming call and invitation for consumers to indulge. Three months post-launch Beckon’s new packaging and brand fueled their authorization for a nationwide launch in Whole Foods Market. Sales between FY 2018 and FY 2019 grew 200% in the Northeast WFM region, where the brand initially launched. Beckon added +700 doors in 2019 and will add +600 in 2020.