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Today Fortune meets Vivien Wong, co-founder of Little Moons—those little balls of ice cream wrapped in a glutinous layer of sweet rice that went viral during the pandemic.
In January 2021, the brand became a social media sensation, with slime-obsessed Gen Zers flocking to try out the mochi-inspired snack—and it’s unusual texture—for the first time.
In the week after going viral on TikTok, sales of Little Moons at the British supermarket giant Tesco surged by 700%.
Of course, the small business was completely unprepared for TikTok fame in the midst of a pandemic. Shelves were quickly emptied of stock—but it made the brand become even more desirable: Those who could get their hands on the product, showed off their purchase with an unboxing video and a taste test; The hashtag #LittleMoons gained nearly 20 million views; And to keep up with the pace, the company grew from around 100 employees to 400 in a matter of months.
20,000,000
The amount of views the hashtag #LittleMoons gained.
Looking back, the 44-year-old Wong tells Fortune that the overnight success story was “12 years in the making.” Wong and her brother, Howard launched Little Moons in 2010, when “the frozen aisles were known as the graveyard of innovation.”
Having spotted an increase in popularity for sushi and ramen but not Japanese deserts, the siblings knew there was a gap in the market for mochi to fill—and combining the traditional sweet with ice cream made it an easier sell to Brits.
The company grew from around 100 employees to 400 in a matter of months.
They started out serving it in Japanese restaurants, where they figured more people would be willing to give it a taste. From there, Little Moons enjoyed a slow and steady success. In 2015, the brand launched in Whole Foods and listings in Ocado, Waitrose and Tesco followed, before Covid hit and the brand went viral on TikTok.
Today, Little Moons is available in all U.K. supermarkets and 34 countries and it’s forecast to turnover £50 million ($63,000).
The…
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