Aisle Spy

Can goat’s milk ice cream move from dietary niche to mainstream dessert?

Greedy Goat has developed eight new flavours, put them in glass jars and partnered with Deliveroo in a plan to bring the sweet treat to the masses.

30 May 2018
biscuitsdairyfree-fromfrozenice creamNPDpackaging

We’ve explored goat as a hot new ingredient appearing on restaurant menus and given you the scoop on how ice cream is being reinvented with interesting flavours.

But what about a combination of the two? That is the space that goat’s milk ice cream occupies.

Greedy Goat has launched a range of eight new flavours in a bid to target the mass retail sector. It has also teamed up with Deliveroo to help with its domination plans and, in a nod to sustainability, the new range will sold in biodegradable, recyclable and reusable glass jars.

The launch includes three topical new flavours that celebrate UK current affairs playfully: Theresa’s Chocolate Orange, Margoat Thatcher the Biscuit Snatcher (with caramelised biscuit) and Harry’s reMARKLEble Banana. 

“We want our ice cream to look really different, and also very British, which is why we chose the product names and the design of the labels. It’s all part of bringing out the fun factor,” Jim O’Brien, Greedy Goat's founder, tells Food Spark.

“Ice cream packaging can be very difficult to recycle, so we decided to try out the glass jars, which have so far been really successful. People love them and they are much easier to recycle or to repurpose. We’re hoping to use social media to capture some of the creative and innovative ways that people use our jars in craft and decoration projects."

From intolerance targets to mass market?

The mission of Greedy Goat is to take goat’s milk ice cream out of the ‘dietary needs’ category and transform it into a mainstream product.

Two of the flavours feature favourite British desserts (with more names that play on words), like Nanny’s Rhubaaarb and Custard and I Goat 99 Problems But a Cherry Ain’t One (cherry bakewell).

O’Brien says other goat’s milk ice cream companies have focused on highlighting sensitivity to the intolerance, rather than on how they pack the flavour and the fun.

“The Greedy Goat team wanted to change all that, and our experiences at Borough Market, at pop-ups around London and at summer festivals demonstrated that ice cream lovers are ready for that too,” he says.

Harry’s ReMARKLEble Banana – a banana and pecan flavour – was inspired by an Instagram picture Meghan Markle posted of two bananas hugging, while its also been reported that Prince Harry loves bananas, says O’Brien.

“Margoat Thatcher the Biscuit Snatcher was inspired by the nickname given to the Prime Minister in the 1980s, ‘Margaret Thatcher the milk snatcher.’ We thought it would be fun to explore what the headline would have been if she had taken the children's biscuits too,” he says.

Deliveroo disruption

While goat’s milk ice cream appeals to people looking to try new products and things that are a bit different, O’Brien says the health benefits also can’t be ignored.

“Lactose intolerance is a good example, as it is much more common than most people imagine. People suffering from lactose intolerances are sometimes able to enjoy goat’s milk ice cream, as it is lower in lactose than cows’ milk and can be a great alternative,” he says.

“Our ice cream is also egg free, GM free, suitable for vegetarians and gluten free (except the biscuit flavour), so it appeals to a wide range of consumers.”

Greedy Goat can be bought at a number of specialist grocers, farm shops and delicatessens across the UK, including The Deli Downstairs and the Raw Store in London, but Deliveroo is key to getting the product into more homes.

“Our aim is that Greedy Goat will be very available to as many people in as many ways as possible, and so we’re exploring emerging forms of retail and ways of supporting the service sector, as well as the more traditional grocery channels,” says O’Brien.

“As with all disruptive business models, Deliveroo has an interesting and diverse customer base, and this gives us another avenue to get feedback on Greedy Goat from different types of users. It is a very valuable opportunity for us.”

O’Brien adds that the aim is to build a brand that appeals to a broad audience not because it’s made of goat’s milk, but because it is delicious, features unusual flavours and is made in the UK.

So has this new breed of ice cream got Sparkie's goat?


Sparkie says:

Goat’s milk has a strong flavour that is generally not as liked as cow’s milk. As an ice cream, the flavour will be lessened to the point it could carry some flavours quite well, but this would need careful planning, as the flavour that comes with goats milk could be antagonistic with certain flavourings.

On the other hand, it does have better nutritional properties with lower lactose – limiting the effect it has on lactose intolerant people –, and higher amounts of calcium, vitamins A and B6, and potassium.

There should definitely be a market for this, but it’s whether the flavourings, nutritional benefits and quality of the product is good enough to win over those who dislike the stronger taste. With all the current talk surrounding single-use plastic packaging, the glass jars will certainly stand out too.

Overall, I think it’s probably a wait and see with this product. 

Want to see more?

See all that Food Spark has to offer > Request a no obligation demo to understand how Food Spark can support the food professionals across your business day-to-day. 

Food Spark is a daily digital service designed to inspire and support food professionals with their menu development and NPD.


Add to Idea Book

"Can goat’s milk ice cream move from dietary niche to mainstream dessert?"
Choose Idea Book