For years, LaLoo’s Goat Milk Ice Cream was positioned as a higher protein, more nutrient dense, lower-fat and easier to digest alternative for the more than 50 million people who are sensitive to cow’s milk or soy and for people who suffer upper respiratory issues. It also played up how the impact on Earth of goats is less than that of cows, said CEO Tim Millson.
While all that remains true, Millson acknowledged LaLoo’s isn’t “healthy.”
He explained to FoodNavigator-USA: “I can’t say eating goat milk ice cream will make you healthy, but there are other things we can help you do that will make you healthy.”
For example, he explained, he hired a “chief movement officer” and launched the “move your hooves” marketing campaign to “encourage people to be more active and workout and earn that ice cream!”
LaLoo’s CMO Matt McGuire helps consumers exercise by creating and posting on the brand’s website workouts for all types of people, including those who already are fit or who are disabled, busy, live in a small apartment or dangerous neighborhood, Millson said.
The campaign and brand also encourage consumers to “be more social like a goat,” by working out and eating LaLoo’s Goat Milk Ice Cream with friends.
Like drinking alcohol, eating ice cream is an indulgence people can enjoy, but which they should do responsibly and never do alone, Millson said.
“Put down the phone, close the computer, go outside and workout with a friend and then have ice cream together,” and life will be more fulfilling, he added.
[Editor's note: Find out how else brands are helping consumers become more healthy by tuning in for our free online Weight Management forum March. 16. Register quickly and easily HERE.]
New packages featuring Miss LaLoo bring consumers closer to the brand
Along with the Move Your Hooves campaign, the brand, which is owned by The Epic Food Source Food Co., is trying to catch more consumers’ eyes with new packaging.
The pints still will come in bright jewel-tones, but now they also will prominently feature a photo of Miss LaLoo – a talkative goat who captured Millson’s heart by following him around a farm and demanding to be petted.
“When we first bought the brand three years ago, there was no identifier that it was goat milk. Everyone was scared to put a goat on the carton because they thought it would make people think of nasty barns,” Millson said.
But, he quickly discovered that barns are really clean and consumers didn’t have a negative association with goats. In fact, they told the brand they wanted to see the goats.
Miss LaLoo began appearing on the pints in January and immediately the company saw an uptick in sales.
“Our January sales were bigger than our August sales, which is saying something because we have an enormous August. So, for a winter month to beat the best summer month is unheard of! … We accredit the new label because nothing else has changed other than the goat starting to appear,” Millson said.
To further drive sales, the brand launched in February three new flavors including Mystic Strawberry, Sea Salt Caramel and Capraccino Almond Fudge. These joined the existing line up of Vanilla Snowflake, Deep Chocolate, Rumplemint, Capraccino and Black Mission Fig.
In addition, the brand cleaned up its ingredient deck by removing carrageenan and added safety seals “to ensure a perfect pint every time,” according to the brand’s website.
Millson added that the changes and new flavors also respond to requests from consumers, who he affectionately calls “LaLoonatics.”
Ultimately, he said, success in the frozen dessert aisle is about differentiating the brand and giving consumers a product that tastes good and they can feel good about eating.