Few desserts manage to turn chefs’ curiosity, viral obsession, and small-batch craftsmanship into something as chewy, refreshing, and oddly addictive as Little Moons. These mochi ice cream bites have captivated sweet-tooth lovers across the UK, Australia, and now parts of the U.S., viral-fueled fanfare included. They’re tiny dough-wrapped globes of gelato—soft, dense, and full of personality—and they’ve done something tricky: become mainstream without forgetting their artisanal origins.
The path to popularity hasn’t been strictly smooth, though—there’s factory dramas, explosive growth, and a keen eye toward global expansion. Yet, through it all, the brand keeps delivering that memorable chew, nuanced flavours, and a mouthful of delight.
Beyond hype, let’s unpack how Little Moons carved its niche—and what keeps it moonwalking ahead of other frozen treats.
Crafting the Perfect Mochi Ice Cream
From Ancestral Roots to Gelato-Filled Bites
Mochi ice cream traces its roots to traditional Japanese daifuku—mochi dough filled with sweet paste. Around the early 1980s, Lotte in Japan began wrapping ice milk in mochi casing, and in the U.S., Mikawaya refined the technique through the 1990s . Little Moons modernised this concept by creating gelato-wrapped mochi that’s soft, chewy, and perfectly bite-sized .
Their gelato is slow-churned to reduce air—delivering intensely rich flavour—then lovingly wrapped in steamed, pounded rice dough. The result: a puffer-jacket texture that feels gentle on the tongue .
Quality, Variety, and Versatility
Part of what makes Little Moons feel premium is its small-batch ethos and ingredient transparency. According to brand info, they use fresh British milk and cream, avoid artificial flavours and preservatives, and lean into gluten-free and vegetarian-friendly profiles .
Their flavour rosters span indulgent (Himalayan Salted Caramel, Honey Roasted Pistachio) to elegance (Uji Matcha, Madagascan Vanilla) and tropical zest (Vegan Passionfruit & Mango) .
Viral Surge and Global Reach
TikTok, Office Queues, and Exponential Growth
Remember that moment when a food trend tips over into madness? For Little Moons, that happened in early 2021. A TikTok thread labelled “Looking for Little Moons in Big Tesco” exploded, garnering hundreds of millions of views and triggering literal supermarket queues at dawn . Sales spiked massively, with some stores reporting mid-thousands-per-cent jumps in just weeks.
It’s the kind of momentum that transforms an artisanal treat into a mass-market star.
Expansion, Funding, and Factory Fumbles
Growth came fast—and that brought strain. By 2022, Little Moons sold a minority stake to L Catterton, valued at around £100 million, and invested aggressively in expansion, including a Kettering factory and hiring Joanna Allen, formerly of Graze .
But the Kettering plant proved too expensive; it was closed and operations scaled back by late 2024, with about 200 jobs at risk . Still, turnover has held strong at over £53 million, and exports now reach more than 35 countries .
“Even after all the difficulties that we’ve been through, we’re really proud and happy to keep manufacturing in London, because you know you can control the quality of your product absolutely… and you can just innovate quicker.” —Howard Wong, co-founder
Experience & Expertise: What Sets Little Moons Apart
Authenticity Meets Ambition
There’s a rare authenticity when founders carry heritage into innovation, and that’s part of the Little Moons story. Siblings Vivien and Howard Wong drew inspiration from their parents’ Malaysian bakery and their love of mochi, turning a family tradition into a refined frozen treat . Bold retail moves followed—with Whole Foods in 2015, then UK majors like Ocado, Waitrose, and Tesco .
Yet, the brand hasn’t strayed from its quality-first approach. Shutdowns and staffing shifts happened, but the decision to keep manufacturing local highlights a commitment to controlling taste, consistency, and innovation quickly .
Consumer Trust—From Vegan to Gluten-Free
Little Moons resonates with diverse dietary preferences. The entire line is gluten-free, with several vegan options available . Fans note matcha and cheesecake versions are particularly crave-worthy—there’s genuine loyalty in niche flavors .
Their marketing doesn’t lean on gimmicks; instead, it’s built around ingredient transparency, whimsical packaging, and that satisfying “chew”—which critics consistently praise .
The Bigger Picture: Trends and Future Directions
Mochi Ice Cream and Market Landscape
Little Moons isn’t alone—in the U.S., My/Mochi and mini brands vie for freezer space. My/Mochi was launched in 2017 to bring mochi ice cream mainstream across North America . In contrast, Little Moons leans into its UK-rooted prestige, viral origins, and international branding.
Challenges and Strategic Paths Ahead
Scaling a delicate treat like mochi ice cream involves maintaining texture integrity, navigating cold-chain complexity, and satisfying fast-changing taste trends. The factory closure underscored how nimble adaptation is vital—whether that means product innovation or facility realignment .
On the other hand, social media remains a powerful engine. If TikTok demand resurfaces (and let’s face it, treats do), Little Moons is poised to ride another wave—especially with its export infrastructure across Europe, Australia, and emerging ventures into the U.S. .
Conclusion: Why Little Moons Matter
Little Moons are more than just dessert—they’re a case study in fusion of craftsmanship, marketing, and adaptability. From family bakery beginnings to grocery-freezer fame, their chewy gelato globes illustrate how a treat can transform into cultural phenomenon.
In a market crowded with novelty, Little Moons stands out through rich texture, imaginative flavour line-ups, and an ability to navigate rapid expansion—and even contraction—without losing identity. For brands, the lesson’s clear: stay grounded in quality, adapt operationally, and let genuine moments of joy (like a TikTok craze) propel the journey.
FAQs
What exactly are Little Moons?
Little Moons are bite-sized mochi ice cream balls: creamy gelato wrapped in soft, chewy rice flour dough. The concept blends Japanese texture tradition with rich, slow-churned flavours.
Are Little Moons gluten-free or vegan-friendly?
Yes, the full range is gluten-free, with several vegan flavours available—such as Passionfruit & Mango and Belgian Chocolate options.
How did Little Moons become so popular?
Their popularity skyrocketed after a viral TikTok trend in 2021 that featured shoppers hunting mochi in stores. Social buzz led to long queues and huge spikes in sales.
Why did the Kettering factory close?
The Kettering plant became financially unsustainable and was closed in late 2024 to streamline operations. The company refocused on manufacturing in London for better quality control and faster innovation.
Where are Little Moons sold internationally?
Beyond the UK, Little Moons are available in over 35 countries, including markets in Europe, Australia (via Woolworths), and now expanding into the U.S.
What makes Little Moons unique among mochi ice creams?
They balance artisanal quality and rich flavours with thoughtful branding and viral appeal. Their small-batch gelato, chewy mochi dough, and strong authenticity set them apart—and often leave fans craving one more bite.
