Mochi maker Little Moons has unveiled a “new brand world”, which it hopes will help it compete with sweet snacking brands in all categories.
Its “vibrant”, new-look packs are intended to dial up the “playfulness and taste appeal” of Little Moons’ portfolio of gelato, cheesecake and sorbet bites. They feature “fun flavour waves and beautiful imagery” intended to highlight Little Moons’ use of “quality ingredients”.
The redesign will roll out across Little Moons’ entire range, starting from July.
Little Moons hopes the redesign will help it compete with ambient snacking categories, like confectionery, biscuits and bakery, as well as ice cream brands.
“While we all have snack cupboards, ice cream features in less than 4% of snacking occasions,” said Little Moons marketing director Ross Farquhar, citing Kantar data [Usage Panel 52 w/e 26 January 2025].
“With our irresistibly delicious range of snackable bites, we’re redefining what it means to snack.
“Our bold and playful new brand world positions us as the perfect little something in those sweet moments when you’d usually grab a chocolate bar or biscuits, and offers something far more exciting.”
Everyday snacking
Little Moons unveiled its summer campaign, ‘A Little Something’, earlier this month, seeking to establish the brand as an option for everyday snacking occasions. The campaign is live across TikTok and OOH in the UK now, and will roll out in Germany and Australia later in the year.
The activity follows a turbulent year for Little Moons, which recently reversed its decision to close its two London factories and consolidate manufacturing into a new Kettering site.
Having opened in early 2024, the Kettering factory was closed in November after Little Moons undertook a review to ensure a “stable and profitable future” for the business.
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