Little Moons is a London-based premium frozen dessert company best known for introducing mochi ice cream to mainstream UK and European markets. Founded by siblings Vivien and Howard Wong, the brand has redefined indulgent snacking by blending traditional Japanese mochi with innovative Western flavors. With their artisanal product approach and strong digital presence, Little Moons has rapidly become a market disruptor in the frozen dessert category.
History and Brand Evolution
Launched in 2010, Little Moons was inspired by the Wong siblings’ exposure to Asian food culture through their family’s bakery business. Their vision was to introduce authentic Japanese mochi to the UK in an accessible and indulgent format. Starting with handmade small-batch mochi ice cream, the brand slowly gained traction through high-end retailers like Whole Foods and Selfridges.
A turning point came in 2021 when a viral TikTok campaign triggered a massive surge in demand, leading to stock sellouts and listings in major supermarkets including Tesco, Sainsbury’s, Waitrose, and Asda. Today, Little Moons is stocked in over 20,000 locations worldwide.
Core Business and Product Portfolio
Little Moons specializes in mochi—chewy Japanese rice dough—wrapped around gelato-style ice cream or cheesecake fillings. Its product range includes:
-
Mochi Ice Cream (Frozen):
- Flavors: Alphonso Mango, Passionfruit & Mango, Strawberries & Cream, Honey Roasted Pistachio, Belgian Chocolate & Hazelnut, Uji Matcha, Madagascan Vanilla, Yuzu Lemon, Salted Caramel, Creamy Coconut, Italian Roasted Hazelnut
-
Vegan Mochi Ice Cream:
- Flavors: Belgian Chocolate, Tropical Mango & Passionfruit, Chocolate Hazelnut
-
Chilled Mochi (Refrigerated):
- Flavors: Strawberry Cheesecake, Mango Cheesecake, Yuzu Cheesecake, Raspberry & White Chocolate Cheesecake, Chocolate Ganache
Each product is gluten-free and made using natural ingredients without artificial flavorings or colors.
Specialization and Unique Selling Proposition (USP)
Little Moons’ strength lies in combining Asian tradition with modern snacking trends, backed by clean-label credentials and digital-first marketing:
- Format Innovation: Bite-sized portion control appeals to health-conscious snackers
- Premium Ingredients: Gelato made with British milk, real fruit purées, and matcha from Uji, Japan
- Vegan & Gluten-Free Options: Expands appeal across dietary preferences
- Social Media Virality: TikTok campaign #LittleMoons generated over 500 million views, directly translating into retail footfall
This strategic blend of indulgence, portion control, and playfulness underpins the brand’s meteoric rise.
Financial Performance
Little Moons has experienced exponential growth over the past five years:
- Annual Revenue: Estimated £50 million in 2023, up from £26 million in 2021 (source: Retail Gazette, Financial Times)
- Year-on-Year Growth: Over 90% during pandemic-boosted online and impulse snack shopping era
- Export Revenue: Accounts for 30% of total turnover, with significant growth in Germany, France, and UAE
The company reinvests heavily in production and branding to sustain its growth trajectory.
Export and Distribution Footprint
Trade and retail data show widespread international expansion:
- Export Markets: France, Germany, Netherlands, UAE, Australia, Hong Kong, Singapore
- Retail Partners: Tesco, Sainsbury’s, Waitrose, Ocado, Carrefour, Monoprix, Rewe, and 7-Eleven
- Logistics: Cold chain management via frozen distribution centers and regional third-party logistics (3PL) partners
- Product Formats: 6-piece multipacks and single-serve options for retail and foodservice
Little Moons is actively scaling distribution to reach convenience, premium, and impulse channels globally.
Target Market
The brand targets millennial and Gen Z consumers, particularly:
- Health-conscious snackers
- Indulgence-seekers avoiding traditional desserts
- Experimenters drawn to global flavors and textures
- Vegan and gluten-free communities
Digital engagement and premium positioning appeal to urban, trend-sensitive consumers in high-income markets.
Manufacturing and Operational Capabilities
Little Moons operates a state-of-the-art manufacturing facility in London, with:
- Capacity to produce over 100 million mochi annually
- Automated portioning and enrobing equipment
- Custom-built cold storage and logistics systems
- In-house R&D team for flavor development and innovation
The facility maintains rigorous hygiene, quality assurance, and allergen control systems.
Certifications and Compliance
All Little Moons products are manufactured under certified food safety and quality protocols:
- BRCGS (British Retail Consortium Global Standards) certified production site
- All products are gluten-free, with extensive allergen testing
- Select SKUs are Vegan Society-certified
- Compliant with EU and UK food labeling regulations
This ensures consistency and safety for both retail and foodservice clients across global markets.
Customer Testimonials
Consumer and retail feedback highlights high satisfaction and repeat purchase intent:
“Little Moons are the only reason I check the freezer aisle. That pistachio one is life-changing.”
— Shopper review, Waitrose
“As a gluten-free option, they feel like a real treat—not just a compromise.”
— Customer feedback via Instagram
Major Achievements
- Over 150,000+ TikTok mentions during viral boom in 2021
- Named one of the UK’s fastest-growing food brands by The Grocer
- Expanded to 20+ international markets within three years
- Winner of Great Taste Awards and Product of the Year recognitions
- Launched new chilled mochi line in 2023—entering the refrigerated dessert segment
Little Moons continues to lead the frozen snacking revolution by staying ahead of flavor trends, responding to evolving consumer needs, and delivering a fun, functional, and flavorful experience in every bite.
