Following in the footsteps of alternative agitators such as Oatly, Over the Moo is an Australian-born ice cream bites brand that is aiming to provide UK consumers with a creative new take on dairy-free indulgence.
Ice cream snacks have seen unprecedented growth in the past year (bites increased 1,679%), with a distinct gap in the market for a dairy-free alternative. This is despite the rise in consumers pursuing vegan and flexitarian diets.
Made from creamy coconut milk, the plant-based ice cream has enjoyed immense popularity since its initial launch in Australia in 2015. Now, the brand plans to build on that success with two tempting bite-size flavours – vanilla and caramel – both of which will be dunked in dark dairy-free chocolate. The launch will be supported by a nationwide marketing and PR campaign, and will be introduced to the trade at the NEC’s National Convenience Show from 25th to 27th April (Stand K68).
Simon Goodman, Managing Director of Over the Moo UK Ltd and UK and EC license holder, said: “This is the perfect time to introduce a plant-based snacking ice cream in the UK. Over the Moo Mini Bites will grow the dairy-free sector because this is delicious ice cream in a highly desirable format which also happens to be vegan.”
The brand will launch with a £450,000 investment in marketing including advertising on social media, posters and press, and a PR campaign to to drive media coverage and social media engagement. The programme will link directly to retailers listing the product.
Meanwhile, the company’s founder, Alex Houseman, commented: “I am so excited to launch Over the Moo in the UK and particularly in the new Mini Bites format. We hope the Brits are going to love the taste of our ice cream as much as they have in Australia!”