Overheard at Huxly: 30 June - 11 July

This week and last on Overheard, the chat was non-stop…

We unpacked the brands that owned Glastonbury (MOTH, we see you), the bold new vibe from Little Moons, and why Britain’s well-spoken foodies are winning hearts across the pond.

The brands of Glastonbury

The post-Glastonbury team chat was rife with insight.  For the lucky few of us that managed to get to the festival, MOTH emerged as a standout brand perfectly suited to the festival environment. Its strong, playful branding, high-ABV cocktails, and compact, easy-to-carry cans make it feel both premium and effortlessly fun, exactly what festivalgoers look for. Even small details, like the copy on the cans (“that thing you said last night was great”), reinforces the brand’s ability to capture the carefree, memorable vibe of a festival.

The festival goers also highlighted JUBEL as another brand that naturally fits this space, with its light beer - one of the few happily drunk at room temperature. Brothers Cider was similarly called out, not only for its local relevance but for embodying the same accessible, convivial spirit. Together, these brands show how well-considered format, tone, and product fit can cement relevance in a festival context.

 The Little Moons Rebrand

In our team discussion on Little Moons’ recent rebrand, the consensus was that the brand has taken a bold creative leap, injecting far more fun and personality into its identity. The vibrant, playful look stands in contrast to its previous clean and sophisticated aesthetic and is likely to command attention on shelf.

We noted how Little Moons makes mochi feel accessible with playful, open-ended branding like “From another world,” framing it as a universal treat rather than strictly Japanese. This approach reflects the cofounders’ own culturally hybrid backgrounds and today’s global food culture. Looking ahead, more subtle nods to mochi’s roots could deepen storytelling and keep interest alive beyond TikTok hype, especially given their big bets on a complex frozen supply chain.

The rise of the British Influencer:

Finally, the team discussed a recent article published about the rise of the privately‑educated British food influencer such as Topjaw, Eating with Tod, Jolly, and chef Thomas Straker, who are rapidly capturing American attention with their earnest, self‑aware charm. The team discussed how their success underscores the enduring appeal of that proper British persona in U.S. food culture and reminds brands that personality, confidence, and platform-native storytelling can often outweigh traditional culinary critique.

Until next time, you know what to do - stay curious!