Over the Moo UK sells premium plant-based ice cream in the form of portion-controlled bites covered in dairy-free chocolate.
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Founder: Simon Goodman
Year founded: 2021
Website: overthemoo.co.uk
As the number of people opting for plant-based food options grows, so too does the demand for dairy-free sweet treats. This is where Over the Moo UK, which sells premium plant-based ice cream in the form of bite-sized chunks, comes in.
The growing bite-sized ice cream category was initially pioneered by a number of well-known disruptor brands, before multinationals like Ben & Jerry’s and Magnum got involved. But prior to Over the Moo UK, it was very difficult to find plant-based bites.
Aussies might already be familiar with Over the Moo as an Australian ice cream brand that was founded in 2015. And, in 2021, after he fell in love with the vegan ice cream during a trip down under, Brit Simon Goodman gained permission to take the idea home and launched Over the Moo UK as a separate company with a wholly new product in mind.
While its Australian counterpart sells tubs of ice cream, Over the Moo UK has developed its own distinct range of bite-sized ice cream chunks specifically for the UK market.
Goodman’s inspiration was in harnessing the nostalgic appeal of the iconic choc ice, but with dairy-free, sustainably-sourced ingredients (its coconut milk is sustainably farmed). Sold in sharing pouches, Goodman explains that his vision for the bites was not low-calorie or lower-grade, but instead, a premium treat in controlled portions.
Rather than exotic or innovative flavours, the startup prioritises simple classics, with varieties in vanilla, caramel, and chocolate. It’s an approach that’s worked – Over the Moo UK has built a loyal customer base, who buy its pouches from hundreds of indie shops across the country, including delis, food halls, and farm shops.
But the business hasn’t limited itself to home soil.
In 2024, Over the Moo UK grew its sales and listings in the UAE, in Spinneys, Waitrose UAE, and Kibsons, which joined the roster in 2025. Closer to home, there have been breakthroughs in Portugal and Spain, with stock listed in Continente and health food wholesaler Vegan Nutrition, respectively.
Looking to the future, Goodman’s aspiration is for his business to be a significant voice within the bite-sized ice cream movement.
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