Why Rebrand?

Why we switched from Chocoholics Anonymous for The Undairy Co.

For the last 18 months, we’ve been strutting around as Chocoholics Anonymous, and while we loved the name, we always knew we would need to retire it. And we always knew we would become The Undairy Co.! So, what's the deal with this whole rebrand then?

To prove a pretty big point.

Let's get real. You know it, I know it. Dairy free/vegan 'milk' chocolate has a bad rep. We wanted to change that. We wanted to show the world that our dairy-free chocolate is so creamy, even traditional milk chocolate chompers LOVE IT. And guess what? We pulled it off. By branding ourselves as “Chocoholics Anonymous” we managed to sneak our dairy-free deliciousness into the hands of chocolate lovers all over the country who otherwise might have scoffed at anything made without milk...

Our little experiment was brilliant fun. Nothing screams “we've got The Creamiest Plant Based Chocolate” than having more than half your customer base as dairy milk chocolate lovers, right?

So, we spent 18 months proving our point—if our chocolate could win over the dairy devotees, then we were onto something special.

Why Not Start as The Undairy Co.?

You might be wondering, “If you knew you’d rebrand, why not just start as The Undairy Co.?” Which is a great question! All the stress, hassle and cost of a rebrand. We would have avoided it all by going straight out as The Undairy Co. But if we'd done that, people who could have dairy wouldn’t have given our chocolate a second glance. By easing them into our deliciousness with a cheeky nod to their chocolate addiction, we could showcase just how good dairy-free can be without raising any eyebrows.

So, for a year and a half, we played the long game, collecting fans who had no idea they were trying dairy-free chocolate. And you know what? It worked like a charm.

Retailers, ahoy!

Now, as we head into the world of retail world and eye those supermarket shelves, we knew it was time for a change. The name Chocoholics Anonymous just doesn’t work on the shelves. Within three seconds we needed people to know what we're about. We’re dairy-free, creamy and delicious! And when you’re vying for attention in a sea of products, people need to know immediately who you are and what you stand for.

The Undairy Co. gets right to the point: We make The Creamiest Plant Based Chocolate.

The Future is Red & Pink

So, here’s to our new chapter as The Undairy Co.! We’re excited to keep spreading the word about our delicious plant-based chocolate that doesn’t hold back on flavour or creaminess.

So join us, sign up to our email list and spread the word. 

We are The Undairy Co., makers of The Creamiest Plant Based Chocolate