Vivien Wong, the co-founder of Little Moons, a mochi ice cream brand, recently launched their fresh and fruity ‘Refreshos’ sorbet range in the UAE, marking a significant milestone in their global expansion strategy and introducing the region’s first-ever mochi sorbet. This expansion reflects her commitment to bringing Little Moons to discerning consumers in a region known for its cultural diversity and appreciation of premium desserts. After a year in the UAE market, Little Moons is now the 4th biggest ice cream brand by retail sales and the UAE’s fastest-growing ice cream brand.
Vivien grew up in Northwest London and studied at the University of Reading. Her career began at Barclays, where she qualified as a chartered accountant and worked for four years. In 2010, she co-founded Little Moons with her brother, Howard Wong. Vivien’s early life involved working in her parents’ bakery in Wembley during weekends and holidays, helping to create Asian cakes and desserts. Despite having a successful career in the City, Vivien and Howard decided to launch Little Moons after their father was diagnosed with cancer in 2004. This personal challenge made her re-evaluate her career aspirations and realise the importance of seizing opportunities. Inspired by intelligent colleagues but longing to pursue something she was passionate about, Vivien decided to create a business she could truly call her own.
The concept of Little Moons originated from Vivien’s parents’ bakery business, where one of the products was traditional mochi. She and her brother discovered mochi filled with ice cream during a holiday together and loved it. It’s the combination of mochi, a sweet soft dough, with Italian gelato ice cream.
Starting off in London, it was challenging to introduce a limited range of oriental desserts and manage people’s perceptions. Initially, they targeted restaurants like Nobu and Sushi Samba, as people are more inclined to try new things at a restaurant rather than picking them off shelves in stores. Their big break came when they participated in a trade show called The Restaurant Show, founded by William Reed, which provides market-leading business information. Vivien put together their booth in a week, realising that if she didn’t do it then, they’d have to wait another year. This is how they first met many chefs they ended up supplying.
As popularity grew in restaurants, people began asking if they’d consider selling their products in supermarkets. With their head chefs understanding the concept, they were confident in approaching buyers, and Little Moons started appearing on supermarket shelves.
It took two years to develop their product, despite their parents making traditional mochi for 30 years. Filling mochi with ice cream came with technical complexities in production and manufacturing. Their branding also took time once they decided to enter retail. The key to their success is selling a product that has completely disrupted the ice cream market and pioneered a new snacking category.
Working with Howard has been highly beneficial, as their different skill sets complement each other well. Despite facing challenges, their unique dynamic enabled open and honest discussions, often leading to amicable resolutions. In the early stages, particularly when they lived together and brought work home, navigating these challenges was tough. However, difficult conversations in business are inevitable, and it’s important to work with someone who can be trusted and who always wants the best for each other.
The most invaluable preparation for Vivien’s business was watching how hard her parents worked in their bakery. People’s attitudes towards food are shifting dramatically, and the hunger for healthy food is evident on a global scale.
Little Moons’ entry into the UAE market aligns perfectly with these trends, offering high-quality, innovative desserts to health-conscious consumers. Their vegan Passionfruit and Mango flavour, which took over a year to develop, is their best seller. They use organic marketing strategies and have found success in supplying restaurants, as people tend to be more open to experimenting with new flavours in that setting. Their breakthrough moment came when an organic TikTok video went viral, leading to further investment in marketing.
Vivien stated, ‘Little Moons is always working on new product development. We have a vision to further diversify our product offerings and penetrate new markets. As we scale, it is important we execute well, so prioritising our efforts will be crucial.’ They aspire to become a leader in the global ice cream snacking category while maintaining their commitment to quality and innovation. Inspired by the UAE’s progress in innovation and female empowerment, Little Moons is excited to contribute to and grow within this dynamic market.
