I’m Simon Goodman and I started out in PR, where I was introduced to the noble Choc Ice working on the Cadburys account. At the time they were looking to upgrade the humble choc ice. Before this role I wasn't a fan of ice cream, however the simplicity of the choc ice just resonated with me and later inspired the launch of Over The Moo.

What is Over The Moo about?

Over the Moo is bite-sized slant on the timeless choc ice, albeit in this instance we’re talking sublime plant based ice cream made with coconut milk, a genuinely decadent dark chocolate wrap and a handy ‘sharing pouch,’ which makes Over the Moo the last word in permissible treats.

Over the Moo in its original Oz incarnation was a leading-edge tub ice cream created by lactose intolerant yet belligerent ice cream enthusiast Alex Houseman, who saw no reason why his body’s inability to cope with cow milk should preclude him from thoroughly enjoying ice cream.

Simon saw Alex on Australia’s equivalent of Dragon’s Den and was convinced that he was onto something truly game-changing; albeit for Simon a bite size treat, not traditional tubs was the holy grail!

Tell me about the moment you knew you were onto something really interesting?

Latest Kantar ice cream data certainly suggests that Over the Moo is on the right path. Bitesize is far and away the most vibrant sub-category within ice cream (+60.7% growth) dwarfing traditional mini pots (8:1) and hot on the heels of Choc Sticks and Ice Cream Sandwiches.   

It’s the permissible nature of bite size formats that is so compelling because whilst low calorie was never an Over the Moo priority, the very nature of its 8 chunk pouch means that each chunk is actually less than 30 calories.

There is also the small matter that despite plant based representing 12% of total ice cream innovation in 2022 it is only 3-4% of total sales. It would appear that until Over the Moo no-one had solved the enigma code of making a plant based proposition that delivered the taste, texture and mouthfeel of cow milk. 

What was the initial thought that got Over the Moo snowball rolling?

In my earlier years I’d worked agency side on a Cadbury’s project to resuscitate the long-in-the-tooth choc ice. Strange as it might seem I wasn’t initially a big ice cream fan, however the choc ice format made complete sense to me as the perfect ice cream format.   

The only problem was that on-the-go choc ices have never in my humble opinion been done well, either in terms of product quality or positioning. Choc Ices needn’t be a forum for cheap ingredients or child-centric. Done properly mini choc ices could offer leading edge thinking, amazing flavour profiles, an idyllic sharing format and a long overdue renaissance for plant based sweet treats.

Over the Moo currently exists as a timeless Vanilla and an indulgent Caramel. There is scope for 25+ new flavours down the line once we get moo-ving!

What’s your career background?

I started out in the PR world before heading to Sony electronics where I spent 5 years in Marketing Comms. For the most part however (25 years & counting) I have run a business selling trimmings to the high street and brand clothing companies with offices in London & Hong Kong.

I also diversified into manufacturing a couple of items, including a hairbrush and hoover fluff and hair depicker (pikk-it.com) 

Why do you believe you’ll succeed where others have fallen short?

Firstly Over the Moo has a proud track record in Australia which has been diligently garnered since 2015.  There’s simply no substitute for getting a product out into the marketplace, gathering customer loyalists and feedback and tweaking where necessary.

Yes, in the UK our focus is choc ice chunks and ‘sharing pouches’ however don’t forget that our business is exclusively plant based snacking ice cream, whilst for others vegan is merely an exploratory sideline.   

Did you always suspect the you’d end up with your own entrepreneurial award?

Yes, I’m naturally inquisitive and have made a career out of carving out profitable niches and proving the so-called ‘establishment’ wrong. 

What would be your dream win?

Clearly anyone would be excited about breaking into any of the more discerning UK supermarkets but seeing the sliding appeal (and sales) of mini pots would suggest that we’d be the perfect heir apparent to cinema and theatre land?  

Proudest moment since launch?

Nothing beats seeing your first production come chugging down the conveyor belt, albeit breaking into Mighty Plants (nationwide vegan website) and securing our 1st export win Kibsons (Dubai’s Ocado) were wins that run it pretty close.

What brand do you admire the most?

Love all things artisan however I’m also a student of genuine disruptors who take on the big boys and carve out enviable niches.  I love everything Oatly stands for from its innovative range and iconic brand identity to its head-turning packaging and impish tone of voice.  

Tell me about your vision for the next 6 to 12 months.

Nationwide distribution in the indie sector (delis, food halls and farm shop chains) as I feel this is an environment where we’d truly blossom, a big-hitting supermarket, a greater emphasis on export, a third flavour and a tentative 1st move into foodservice and hospitality whereI’m sure we’d be the perfect time-out treat for high-flying city types.