A new chocolate is breaking all the rules.
Vegan chocolate has to be dark – that’s the rule. Anything which tries to taste like milk chocolate ends up too oily or watery to compare.
Then came Moo Free and it shocked the world. One television review summed it up…
We don’t know how they’ve done it but Moo Free have created a milky-tasting bar without any dairy content.
It was dairy free, lactose free, gluten free, wheat free, egg free, casein free and vegan. Moo Free’s advent calanders sold out – suddenly parents of children on restricted diets were able to give their children something they would love.
The ingredients were simple and organic : sugar, cocoa butter, rice powder, cocoa mass, emulsifier (sunflower lecithin) and natural flavouring.

MooFree have 3 new flavours
So where has the milk gone? It seems to be something to do with using rice powder as an alternative although, of course, the true recipe is a closely guarded secret.
There is a social context to this. Leading chefs like Chris Horridge are regularly finding new ways of improving the flavour of foods while cutting back on sugar, dairy and gluten in an effort to feed a rapidly expanding free-from market. It is opening up a whole new world of food experiences and products, introducing ingredients like rice flour, which Moo Free has been able to take advantage of.
Meanwhile, other chocolatiers are working hard to catch up. Organica have produced a much raved about Vegan Milk Chocolate Couverture – it too uses rice as a major substitute ingredient. And another challnger for great tasting vegan milk chocolate may be ‘Celtic Chocolates’ though, personally, I have yet to get my hands on these. Chocolates from Booja Booja and Montezuma are excelent too of course, but here we are firmly back in the dark lands of plain chocolate goods.
Now Moo Free are upping the ante with three new dairy free flavours: Organic Banana Chocolate (Can you imagine? Though, currently, the honeyed glaze isn’t vegan.) Organic Cranberry and Hazelnut Chocolate or Caramelised Hazelnut Chocolate.
Finally, a bit of conspiracy, if you check Moo Free’s facebook page it should be the case that you could see how popular the new flavours are – unfortunately, someone hacked their details and they had to start again – not everything is love and fairness in the world of fairtrade vegan chocolate.