Little Moons is a Japanese-inspired dessert that consists of miniice cream balls wrapped in a thin layer of rice flour dough called mochi. They come in a range of flavours including mango, coconut and vegan chocolate, and are not cheap, costing £4.50 for a box of six. The company was founded by brother and sister Howard and Vivien Wong in 2010, and it took them 2 years to perfect the recipe before launching the products to market. The products sold steadily before the influence of social media started to create a buzz, and Little Moons have arguably become the most soughtafter food product of 2021.
Any business that wants to be successful needs to embrace the power of social media. Breaking into the congested ice cream marketplace — featuring well-established brands with major brand loyalty backed by conglomerates like Unilever — is not easy. However, Little Moons has been helped by viral videos on Tik Tok that have achieved almost 100 million views, as customers try to track down these elusive items. Matching supply to meet demand is one of the fundamentals of any business, and getting hold of the Little Moons is still not an easy task. The company has a pop-up within Selfridges food hall, which invariably has queues snaking around the rest of the store. In Tesco, the only evidence of their presence is usually the labels in the freezer section letting customers know that they are sold out.
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