It’s common for plant-based food brands to emphasize their sustainability compared to animal-derived products, and dairy-free ice cream brand NadaMoo is elevating this narrative. As the company celebrates its 15-year anniversary with new branding and packaging, CEO Daniel Nicholson is highlighting the sustainable aspects of NadaMoo, including coconuts, agave nectar, organic and biodynamic farming practices, and new eco-friendly packaging. “Few brands can boast a 15-year journey like ours, remaining independent while advancing this category,” Nicholson told Food Dive. “We invest time and quality ingredients into our sustainability efforts, from the farm to the consumer’s experience. It’s integral to our identity and the change we aim to foster for a better future.”
Founded in Austin, Texas, in 2005, NadaMoo has experienced rapid growth since a Whole Foods buyer discovered founder Amy Ramm’s frozen desserts at a local tasting. Over the past 15 years, the brand has expanded from a single Whole Foods location to over 8,000 grocery stores across the U.S. and Canada. Last year, Nicholson reported retail sales exceeding $24 million, with growth continuing at a pace that outstrips the overall non-dairy dessert market. By the end of 2020, he anticipates the brand will be available in approximately 1,000 additional retail locations and more foodservice venues.
Nicholson aims to showcase NadaMoo’s sustainability credentials while increasing brand visibility to drive future growth. From its inception, NadaMoo was designed to address specific challenges. Ramm developed the original ice cream recipe to cater to her lactose-intolerant sister, opting for coconut to replicate the saturated fat found in dairy milk. While the brand has successfully created a dairy-free dessert that mimics traditional ice cream in taste and texture, along with being clean label, organic, and Non-GMO Project Verified, Nicholson emphasizes that their current focus extends beyond just nutritional comparisons.
“There are pressing global issues, particularly the climate crisis,” Nicholson stated. “If we don’t advance the sustainability dialogue, we risk losing sight of our mission. This is the most critical issue we aim to address. We want to engage with individuals who are passionate about these topics and educate those who may not yet understand their importance, as collective action is essential.”
Sustainability has always been at the heart of NadaMoo. For instance, the coconuts used in their products require no additional water, and the agave nectar was selected for its low glycemic index. The core recipe has remained unchanged for 15 years, while the packaging is undergoing transformation. The new cartons will not only feature a fresh design but will also utilize materials derived from renewable sugarcane, making them more sustainable, even though they are not yet recyclable for consumers.
Staying true to its name, Nicholson refrained from discussing livestock while discussing sustainability, emphasizing the motivation behind NadaMoo’s eco-friendly decisions. “If we don’t take the lead in this conversation, we would be failing our brand, the natural food movement, and the evolution of conscious consumerism,” he remarked.
When NadaMoo first launched at Whole Foods, there were no other coconut-based non-dairy frozen desserts available. Sales surged immediately, leading to a rapid expansion across the chain and into other grocery stores focused on natural products as well as mainstream markets. Nicholson, who has been with NadaMoo since 2008, took over as CEO in 2011.
The plant-based dessert market has transformed significantly since NadaMoo’s initial launch, evolving from a sparsely populated category to a competitive arena. Nicholson believes that the presence of more competitors ultimately benefits everyone. “The influx of new players promotes better business practices and encourages diversity in offerings. When we started, there were no major brands using coconut milk; now, options include oat, cashew, almond, and even innovative bases like sunflower butter and fruits.”
While NadaMoo has consistently increased its sales and has been a pioneer in the non-dairy ice cream sector, Nicholson noted that there hasn’t been serious interest from larger companies regarding acquisition, which is not a priority for him. Instead, he is focused on ensuring the company’s readiness for the present and future.
Looking forward, NadaMoo has numerous strategies in place, including the new packaging that emphasizes sustainability and enhanced marketing efforts. After launching a scoop shop in Austin in 2018, Nicholson aims to further explore foodservice opportunities this year and has recently appointed a vice president to expand distribution channels.
For 2020, NadaMoo’s marketing budget has more than doubled from the previous year, and Nicholson has built an internal team to amplify the brand’s message. He plans to concentrate more on product development while maintaining a focus on their frozen desserts. Although consumers might not see NadaMoo cheese or yogurt soon, he believes there is still plenty of innovation to pursue in the frozen dessert arena.
“We believe it is our responsibility to elevate standards and inspire more people to embrace a plant-based lifestyle, as it offers significant health and sustainability benefits for our planet,” Nicholson concluded. As they continue to grow, NadaMoo remains committed to making a positive impact, encouraging mindful consumption, and perhaps even introducing items like a calcium citrate cheese sauce in the future as their product range evolves.