A HERD of Friesian cows are going on a summer holiday to Brighton beach.

Plant-based dessert brand Over The Spoon is set to launch a new campaign to urge consumers to ditch dairy by sending cows on vacation.

The campaign will see the company’s herd of life-sized model Friesian cows take a trip to Brighton beach on Wednesday.

The herd will arrive on the beach, just east of Brighton Palace Pier, at sunrise (6.04am) before heading to Ship Street for 11am.

Following a rebrand in July from Freaks of Nature to Over The Spoon, the dairy-free dessert brand has launched its first integrated campaign, aimed at highlighting the environmental and welfare impact of dairy.

Over The Spoon is encouraging Brightonians to take a trip to the beach or Ship Street to meet their meat-free herd.

The Argus: Over The Spoon is set to launch a new campaign which will see a herd of life-sized model Friesian cows take a trip to Brighton beach on Wednesday Over The Spoon is set to launch a new campaign which will see a herd of life-sized model Friesian cows take a trip to Brighton beach on Wednesday

The worldwide dairy industry contributes 3.4 per cent of the global annual greenhouse gas emissions

With 42 per cent of the world population now flexitarian, Over The Spoon says it wants to ensure that the adoption of a more plant-based and dairy free lifestyle is easy, but with no compromise on taste, quality and price for the consumer.

After five years under their previous name, the West Yorkshire business also overhauled its range of pudding pots.

It now includes a dairy-free and gluten-free trifle, which the brand claimed was a “world first”.

Creamy Strawberry Trifle arrived at Tesco in July along with Zingy Lemon Cheesecake, Chocolate Fudge Pudding and Belgian Chocolate Mousse. They are all vegan and contain neither dairy nor gluten.

Over The Moon managing director Tim Wild said the rebrand was designed to attract more flexitarians.