Little Moons taps econometrics for guidance through uncertainty

Sam Peña-Taylor

Independent ice cream mochi brand Little Moons has continued investing in marketing through inflation to capitalise on its pandemic-era success, yielding broader lessons about the economic argument for advertising.

Ice cream brand Little Moons is unlike the typical idea of a successful startup, mostly because it makes and sells ice cream rather than tech. What’s refreshing about the brand is that it hasn’t done anything particularly revolutionary: it’s not DTC, it’s not dabbled in web3, and it is primarily a shop-bought consumer good.

Little Moons uses a Japanese method of wrapping ice cream in a rice-cake coating that first became a mass-produced consumer good back in the 1980s. The brand then spotted an opportunity to do a kind of Nespresso for ice cream, whereby it could sell a much...

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