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Ice cream brand Little Moons scaled from TikTok hit to retail
The co-founder says she sold mochi balls to restaurants and cinemas for five years before investing in branding and moving into supermarkets.
BBC Business profiles Vivien Wong, the co-founder of Little Moons, who says she left an £80,000-a-year accounting job at age 28 to start making ice cream with her brother.
Wong attributes the decision to take the leap to her father’s cancer diagnosis and says Little Moons’ mochi ice-cream balls went viral on TikTok, but the success was built over more than a decade of work.
She recommends launching with an “80-20 rule,” saying founders should avoid waiting for perfection because the final stretch can cause them to miss the market.
Wong also describes an early go-to-market path, including selling mochi to restaurants and cinemas for its first five years before saving enough to invest in branding and shift into supermarkets. She adds that running the business meant doing roles beyond her experience, including handling tasks like accounts work herself.