Over the Moo has positioned itself strongly in the market, allowing it to expand its bite-sized treats to major multiples, food halls, healthier living wholesalers, and foodservice. The company has achieved significant wins in Mighty Plants, CLF, and GoPuff during the summer, along with exporting to UAE through Kibsons.
As part of its product expansion, the brand has recently introduced chunk ‘sharing bags’ in flavors like Timeless Vanilla and indulgent caramel. Despite the UK’s significant take-home ice cream market worth £1.4bn, plant-based options only make up 4-5% of total ice cream sales. Surprisingly, even though 12% of last year’s innovation focused on dairy-free ice cream offerings, these products have been met with suspicion in the past due to their inability to replicate the unique mouthfeel and texture of dairy.
The story of Over the Moo began in Australia in 2015, when Alexander Houseman, a lactose intolerant ice cream lover, became disappointed with the subpar dairy-free ice cream available. Recognizing the potential, Simon Goodman, a British entrepreneur, came across Alexander on Australia’s version of Dragon’s Den. He saw the opportunity to create dairy-free choc ice using Alexander’s high-quality base product.
Simon, who had previously worked on choc ice concepts during his agency days, believed that this nostalgic ice cream treat had always fallen short due to mediocre ice cream and forgettable dark chocolate coatings. He emphasizes that his priority was never to prioritize low calorie options. Instead, his focus has always been on creating guilt-free coconut milk ice cream in bite-sized ‘sharing bags’. With less than 30 calories per bite, Over the Moo has earned a reputation as the perfect guilt-free treat for family nights in or gatherings with friends and loved ones.
While brands like Little Moons have paved the way for bite-sized ice cream chunks, Over the Moo has reinvented the humble choc ice by combining great taste, sustainable thinking, and superior ingredients into its eight delicious chunks.
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