Moving Mountains looks set to continue its expansion beyond “meaty” alternatives with a bold brand extension into the likes of soft drinks, cereal bars and ice cream.
The brand has applied to register its name as a trademark with the Intellectual Property Office across several additional classes. These are class 5, covering protein drinks and meal replacement shakes; class 29, for ready meals; class 30, accounting for cereals, cereal bars and ice cream; and class 32, featuring energy drinks and isotonic drinks.
Moving Mountains declined to comment on the trademark activity. However, earlier this month it branched out with a five-strong Superfood range “to shake up the plant-based industry”.
Containing ingredients like lentils, chickpeas, pumpkin seeds and goji berries, the Superfood range was “a change in strategy” for Moving Mountains, which built its brand on plant-based alternatives to staple meat products, such as beef burgers.
The veg-packed Superfood range – comprising Burger, Crispy Burger, Crispy Dippers, Sausages and Falafel – is available now through wholesaler Brakes.
It responded to “changing market trends and consumer demands for nutrient-rich, high-protein, and functional plant-based foods”, said Moving Mountains.
This was “just the start of a new and really exciting chapter,” said Moving Mountains marketing manager Eleanor Faragher-Siddall.
“The products you see today with our new Superfood range are the result of two years’ hard work by our team,” Faragher-Siddall added.
No comments yet