Little Moons recently appointed former Graze snacks and Unilever executive Joanna Allen as the new CEO of the UK-based mochi dough ice-cream business. Allen assumed the role on 3 June, bringing with her experience as the CEO of Graze since 2020. Her appointment follows the departure of Mike Hedges, who was the CEO of Little Moons since 2022.
Vivien Wong, the co-founder of Little Moons, has been overseeing the business since Hedges’ exit. The company has attracted the interest of private-equity firm L Catterton, which acquired a significant minority stake in 2022. Joanna Allen’s previous roles include global brand vice president at Unilever and positions at The Coca-Cola Co.
In a statement, Wong expressed excitement about Allen joining the team and highlighted her industry knowledge. Allen aims to support Little Moons in implementing its growth plans and international expansion. The company’s focus is on expanding in the Asia Pacific region, with plans to enter markets like New Zealand and Hong Kong.
Little Moons has a strong presence in the UK, France, and several European countries. According to Howard Wong, the brand is well established in major retailers across western Europe. Allen emphasized the company’s recent success and expressed enthusiasm about joining Little Moons during a period of global momentum.
The most recent financial results from Companies House show impressive growth for Little Moons, with increased turnover and adjusted EBITDA. However, net profit decreased, prompting the company to adjust its financial year-end to better align with its business operations.
Overall, Little Moons continues to thrive in the food and beverage industry, with a focus on innovative products and strategic leadership under Joanna Allen’s guidance. Businesses in the food and drink sector can learn from Little Moons’ success and adapt to evolving consumer trends to stay competitive in the market.
