Over the Moo aims to take over plant-based snacking
Fast-growing vegan ice cream bites pioneer Over the Moo aims to take over plant-based snacking this summer with the launch of its eagerly anticipated ‘Find Love in Your Freezer’ marketing campaign. Created by agency Dog, Cat & Mouse, the comprehensive social media and outdoor advertising push positions the humble kitchen freezer as the ultimate refuge for premium, everyday snacks.
To support the campaign, a significant six-figure marketing investment has been earmarked to expand the brand’s footprint across the UK and international markets. The push underpins upcoming new UK supermarket listings, building upon the brand’s existing network of over 300 independent British delis, quick-commerce platform Zapp, and its accelerating international expansion into Continente (Portugal) and Kibsons (UAE).
Redefining the choc ice for modern snackers
Over the Moo is tapping into nostalgia by reimagining the classic choc ice of yesteryear for modern, health-conscious consumers. By swapping out traditional cow’s milk for a velvety, responsibly farmed coconut milk base, the company has created a line of dairy-free sharing bags that fit into the fast-growing plant-based freezer category.
The range is currently available in three classic flavour profiles:
- Vanilla Bites (enrobed in dark chocolate)
- Caramel Bites (enrobed in dark chocolate)
- Chocolate Bites (enrobed in dark chocolate)
At less than 30 calories per bite, the brand is specifically targeting “portion-controlled indulgence” — appealing to snackers who want a premium sweet treat without committing to a full pint of ice cream or a heavy dessert bar.
Industry heavyweights driving growth
The expansion is spearheaded by an executive team of UK food, beverage, and advertising veterans:
- Joe Tanner: co-originated the iconic UK Häagen-Dazs launch at BBH, which pioneered the super-premium ice cream movement.
- Stephen Stokes: brings extensive brand strategy experience across major FMCG names including the Co-op, Bel Group (Boursin, Mini Babybel), and KFC.
- Ian Priest: co-founder of VCCP (Europe’s largest independent agency), former IPA president, and co-director of Over the Moo.
With frozen currently ranking as one of the fastest-growing arenas in the UK snacking market, this heavy-hitting team is betting big that their bite-sized format will capture a dominant share of the plant-based sector this summer.
