97. Over the Moo UK Over the Moo UK sells premium plant-based ice cream in the form of portion-controlled bites covered in dairy-free chocolate. Written by Helena Young Sponsored by Sage Published on January 12, 2026 About the Startups 100 Now in its 18th year, the Startups 100 is the definitive list of the most promising new UK businesses. There's no fee for entry or for inclusion in our index. The Startups team of new business experts judge all our top 100 entrants in collaboration with specialist industry consultants. See our guide to this year’s hottest new businesses and most exceptional founders in the complete 2026 Startups 100 index. Founder: Simon GoodmanYear founded: 2021Website: overthemoo.co.ukAs 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.View the full Startups 100 Index for 20261. Omnea2. HIVED3. MAGIC AI4. OXCCU5. Lightyear6. Neuranics 7. Hormona8. Burbank9. Better Dairy 10. Lenkie Technologies11. Userled12. Hoxton Farms13. Rensair14. PulpaTronics15. TradeKart16. 32Co17. Carmoola18. cheqd19. Sightline Analytics20. Adamo Foods21. Bold Bean Co22. 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Meshed94. SWURF95. Main Squeeze96. Sampl Technologies97. Over the Moo98. Pioneering People99. Bikebook100. Recondition Share this post facebook twitter linkedin Tags 2026 Written by: Helena Young Deputy Editor Helena is Deputy Editor at Startups. She oversees all news and supporting content on Startups, and is also the author of the weekly Startups email newsletter, delivering must-know SME updates straight to their inbox. From interviewing Wetherspoon's boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK. With a background in PR and marketing, Helena is particularly passionate about giving early-stage startups a platform to boost their brands. That's one reason she manages the Startups 100 Index, our annual ranking of new UK businesses. 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