Plant-Based Dessert Expansions : Over the Moo

Over the Moo’s bite-sized ice cream concept capitalizes on two significant consumer trends — the growing demand for dairy alternatives among lactose-intolerant individuals and the popularity of portion-controlled treats among health-aware millennials and Generation X.

Over the Moo focuses on reinterpreting classic, familiar flavors rather than experimental combinations. The product, thus, distinguishes itself through quality and simplicity rather than novelty. The brand also uses sustainably sourced coconut milk from Southeast Asia, which adds an ethical dimension that resonates with environmentally conscious buyers.

The company’s strategic market entry through independent retailers has allowed for brand identity development and loyal customer cultivation, while recent expansion into international supermarket chains and online platforms demonstrates the product’s scalability and cross-cultural appeal. The company estimates that “48% of UK adults use plant-based alternatives” and the “bite-sized category has quadrupled within four years.”

Image Credit: Over The Moo