ON A SWEET NOTE

Founded in 2010 by siblings Vivien and Howard Wong, Little Moons began as a unique endeavour to bring mochi ice cream balls to the West. Their journey started with experimentation in a kitchen, leading to a successful food service business that caught the attention of top London chefs. The retail version of Little Moons launched in 2015 and experienced steady growth until a viral TikTok craze in 2021 catapulted the brand to new heights.

Today, Little Moons is present in over 35 countries and listed in major supermarkets worldwide. The brand’s retail sales value over the last two years exceeds £250 million. Its success is driven by a strong consumer base, particularly among young people aged 18-22, with a skew towards women.

In May, Little Moons launched the UAE’s first-ever mochi sorbet range, ‘Refreshos.’ This innovative product offers a taste of tropical paradise with flavors like Very Berry Mochi Sorbet and Pineapple and Mandarin Sorbet. Available at major grocery retailers and through delivery platforms, ‘Refreshos’ exemplifies Little Moons’ commitment to delighting customers with unique and refreshing treats.

Since its launch in the Middle East in 2023, Little Moons has swiftly made its mark, capturing the hearts of consumers across the UAE, Saudi Arabia, Qatar, Bahrain, and Lebanon. Head of International Conor Love shares, “Little Moons has exploded across the Middle East since we launched. We are now distributed across several countries and aren’t stopping there.”

A Promising Start
The journey began in Dubai, UAE, a city known for its cultural diversity and innovative spirit. Dubai’s unique blend of cultures and ideas provided a fertile ground for Little Moons, the ultimate fusion food. Conor Love reflects, “It’s such a wonderful melting pot of cultures and ideas. Little Moons is the ultimate fusion food, so I suppose it shouldn’t be a surprise that we’re so loved by everyone here.”

In just one-year, Little Moons became the fastest-growing ice cream brand in the UAE. It is now available at major retailers including Carrefour, Lulu, Spinneys, and Choithrams, as well as through popular delivery platforms such as Talabat, Noon, and Careem. Recently, the brand launched the fresh and fruity ‘Refreshos’ sorbet range, marking the UAE’s first-ever mochi sorbet.

Major Milestones
Little Moons has achieved remarkable milestones over the past 12-24 months. The brand is now a market leader in mochi ice cream across its key markets: the UK, France, Germany, and Australia. Notably, Little Moons Tropical & Passionfruit is Europe’s #1 vegan dairy-free ice cream.

The brand’s presence now spans 35 countries, with over six Little Moons mochi consumed every second. The launch in Australia has been particularly successful; within a year, Little Moons became the biggest snacking ice cream brand in the country, offering 12 flavours and counting. In the UAE, Little Moons is now the 4th biggest ice cream brand by retail sales and the fastest-growing ice cream brand.

Lessons Learned
Reflecting on the brand’s global growth, Conor Love emphasizes the importance of staying true to core values, building personal relationships, and embracing calculated risks. “It’s easy to focus on growth at all costs, but if you don’t remain true to your values, you can lose sight of what makes you unique,” he says. He also highlights the value of personal engagement: “You can build relationships, spot opportunities, and turn a ‘no’ into a ‘yes’ so much more easily if you spend time in person.”

Conor firmly believes in making decisions with confidence, even without complete certainty. “If you’re 70% sure, go for it. You’ll make far more right decisions than wrong ones, and this allows you to innovate in products, geographies, and all sorts of areas.” Finally, he underscores the importance of enjoying the journey, remarking, “If you can’t have fun selling ice cream, you’re in the wrong business!”

Anurima Das