Frozen snacking trailblazer Little Moons, continues its category innovation with the launch of Mini Moons, a new, even smaller bite-sized format bringing fresh excitement to the freezer aisle. Mini Moons will launch exclusively in Sainsbury’s from 15th March, each 168g sharing bag contains 24 perfectly portioned mochi bites, with an RRP £5.00.
With the UK snacking market set to reach £32.4bn by 2029[1], ice cream remains a largely untapped opportunity within everyday snacking. Little Moons latest innovation is set to unlock growth, by winning share from confectionery through the new Mini Moons grazing format. A format that satisfies consumers’ demands for portioned and permissible premium treats that are ideal for those at-home, sofa-snacking TV moments.
Inspired by Little Moon’s best-selling flavours, the launch range includes Mango & Passionfruit, Salted Caramel and Malted Chocolate. Each gluten free portion (containing four Mini Moons) is just 88 calories and pairs Little Moons’ signature soft mochi dough with a luxuriously creamy cheesecake filling for an irresistibly joyful treat in a mini format. Best enjoyed straight from the freezer, Mini Moons are deliciously moreish for up to 30 minutes and can be returned to either the fridge or freezer to come back to… if there’s any left.
Ross Farquhar, Director of Marketing, Innovation and Sustainability comments: “Little Moons has pioneered snacking from the freezer, and this latest launch pushes the boundaries of where frozen can go even further: to TV grazing moments. More than one in ten snacking moments happen on the sofa in front of the TV, and chocolate bags and biscuits have dominated them for decades. With the launch of Mini Moons, we’re offering shoppers something bold, new and exciting for those occasions and growing the frozen snacking category in the process.”
The launch of Mini Moons will be supported by a 360 degree PR, influencer and experiential campaign, with a pop up appearing in London later this month.
Little Moons Mini Moons will be available from 15th March at Sainsbury’s with an RRP £5.00.
[1] Source: Euromonitor Worldpanel, 52 w/e 18th May 2025
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