Ice cream-based snack brand Little Moons has unveiled a new logo and packaging design to broaden its appeal.
In 2025, cross-category snacking surged past £25bn, with confectionery, biscuits, and bakery leading the charge. Little Moons wants to change this by encouraging people to also snack from their fridges and freezers. It noted that by turning the frozen and chilled aisles into destinations for “delicious yet permissible snacks”, Little Moons is carving out a new space. Its new branding aims to help Little Moons stand out and compete with the global brands that currently dominate snacking.
Created in partnership with JKR, the redesign dials up the playfulness and taste appeal of Little Moons. Using vibrant colours, fun flavour waves and imagery that brings its quality ingredients to the fore, it is said to capture the “joyfulness and delicious full flavour experience consumers can expect from Little Moons”.
The new design will roll out from July across all flavours and products, including its Little Moons mochi ice cream and sorbets (Refreshos), as well as the brand’s chilled range of cheesecakes and ganaches.
Ross Farquhar, Director Marketing, Innovation and Sustainability, commented: “We’re snacking more than ever, and by the end of the decade, the category will exceed £30bn. Yet frozen and chilled treats have failed to capitalise on this booming trend and while we all have snack cupboards, ice cream features in less than 4% of snacking occasions.
“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.”
