A significant upscale moment for plant-based, ice cream pioneer Over the Moo sees Simon Goodman and his team initiate an eagerly anticipated crowdfund (Crowdcube), which will be tasked with raising a minimum of £100,000 to sit alongside £100,000 recently assembled by friends and family.
Just some 18 months after launching, Goodman and his team have established an enviable 300 UK store presence for its award-winning, 3-strong range (Caramel, Vanilla & most recently Chocolate) of coconut-milk themed ice cream bites that provide a modern ‘sharing pouch’ take on the iconic choc ice.
At under 30 calories a bite, this healthier living offering with its clear ‘lactose-intolerant’ agenda seeks to bring an extra layer of discernment to a thriving bite-sized category with limited vegan choices.
Already available in Spinneys Kibsons & Waitrose (UAE), Over the Moo has now extended its export reach with an ambitious pilot scheme within Continente (largest supermarket group within Portugal), which if successful could roll-out to a further 1,388 stores PLUS online. At the same time an ambitious distribution alliance is about to go live with Spain’s Vegan Nutrition, servicing the buoyant health food store scene throughout Spain.
According to Over the Moo UK founder, Simon Goodman: “Having spent our formative months bedding down a significant wholesaler network to meet our short-term indie store and foodservice aspirations, adding a much requested chocolate bite offering to our offer, enhancing our on-pack branding whilst expanding our image library; the focus for these funds will be to advance our B-Corp aspirations whilst prioritising meaningful marketing support for the next tranche of nationwide listings we’ll be disclosing over the next few weeks.’
Existing within a sizeable £1.5bn category within the UK, Over the Moo is taking significant strides to bridge the sizable gap between dairy and plant-based ice cream whilst tackling the ongoing conundrum that exists around portion-controlled, permissible treats that over-index in terms of flavour not calorie guilt.
