Ice cream, you scream, we all scream for…Moonji! Ice cream is one of the oldest indulgences, dating all the way back to the 5th century BC, and in 2018, it was reported that in the Western world, 87% of households had ice cream in their freezer. But there’s a darker side to this delicious treat — eating cold foods has been linked to a series of health issues, including poor gut health and hormonal imbalance. All is not lost, though; Moonji is to the rescue. Combining health benefits and secrets, and a taste profile taken straight from the heart of the East, Moonji is radicalising and disrupting the ice cream market — with good reason. We spoke to Abi, founder, and got the scoop on her delicious new product!

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How would you describe Moonji to someone who’s never heard of you guys before?

In Ayurveda, an ancient Indian holistic medicinal practice, cold foods have always been believed to weaken the digestive system; in recent years, western scientific studies are also proving this to be true. Moonji is here to help solve this, by being the UK’s first ever Ayurvedic inspired ice cream brand, that uses spices and superfoods to not only help aid digestion, but have a wealth of other health benefits. They also taste heavenly!

What’s your mission?

Moonji’s mission is to bring more diversity to the world of ice cream and the wider health-conscious movement, by bridging eastern flavours with plant-based ingredients. We truly believe that our brand is unique, because we have created an ice cream that is the most original balance of indulgence and nourishment. Our product is intended for consumers who are both health and environmentally conscious, as we are committed to taking a holistic approach to the health and well-being of people and planet.

So what’s the story behind Moonji?

Moonji was founded back in 2018, shortly after I returned from a 6-month backpacking trip journeying across Latin America. Whilst away, I found myself developing a new connection to my own north Indian heritage, and in particular the foods and flavours I grew up with and that reminded my of home in the UK. Moonji is very much a fusion of my love of desserts, my heritage. and the health-conscious movement.

My interest in Ayurveda and the health benefits of spices and superfoods developed while at university. While experiencing burnout and exhaustion from a challenging course and student lifestyle, I turned to cooking as a healing and restorative ritual. After completing my Physics degree, my interest and passion for Ayurveda, adaptogens and moon mylks deepened, and have become the foundation for Moonji’s unique recipes.

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Did you face any obstacles when setting up your company? How did you overcome them?

Yes. Although the ideas for the flavours were endless, it took 8 months before we got the recipe right. Ice cream that is free from all 14 allergies and refined sugar free is hard to get thick and creamy, but we managed to do it with a bit of creative thinking, experimentation and persistence. A lot of time and energy went into consciously picking ingredients that were the more sustainable choices as well as the most nutritious.

If you could tell your past-self one thing, looking back, what would it be?

As corny as this sounds, always follow your heart! Also, remember that it’s so important to surround yourself with people that support you and believe in you, even in times when you don’t yourself. Be patient, things always come to fruition when they are meant to. And don’t be afraid to ask for help and message people you admire. It’s so important to have people to look up to as it gives you something to aspire and grow towards.

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What’s something you’re most proud of when it comes Moonji?

We’re very proud of what we’ve achieved in under a year. From an idea last September, to now having it supplied by Farmacy in Notting Hill, one of London’s best vegan restaurants! We’re also really proud of all the amazing customer feedback we’ve had so far and it’s so lovely and rewarding to know that people are enjoying the product.

Perhaps the most important question…how can we get our hands on some!?

Find as @wearemoonji on Instagram, Facebook and Twitter! And feel free to check out our website at www.wearemoonji.com

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Thank you for talking to us! If you’d like to see what connections Forward Fooding could offer your start-up, feel free to get in touch with us at info@forwardfooding.com! You can also add your company to our FMCG trends section on our platform to get free visibility within our corporate and investors’ network here.

Forward Fooding is the world’s first collaborative platform for FoodTech Data Intelligence and Corporate Startup Collaboration. If you enjoyed this article, follow, clap or share and join us in our Food Revolution atForwardFooding.com

This article has been written by Mathilde Redshaw