Little Moons | TikTok, Snacking and the Next Stage of Growth

Little Moons helped take mochi mainstream, but what happens when a successful frozen dessert brand starts thinking of itself as something much bigger? In this episode of Brand Growth Heroes, I'm joined by Joanna Allen, CEO of Little Moons, to talk about scaling one of the UK's most recognisable challenger brands, the leadership challenges of taking over a founder-led business, and the brand strategy shift from frozen desserts to snacking. We get into what it takes to lead a founder-led business into its next stage of growth, how to approach TikTok as a genuine channel rather than an add-on to your marketing plan, and why redefining the category you're competing in can change how you think about the opportunity ahead. For founders building and scaling consumer brands, it's a conversation about leadership, growth and knowing when to look beyond the category that made your brand successful in the first place. What You'll Learn How to approach the transition from founder-led leadership to the next stage of business growth. Why reframing Little Moons as a snacking brand rather than simply a frozen dessert brand changes the strategic opportunity. What it means to treat TikTok as a genuine channel, rather than an additional marketing activity. How category definition can influence the growth opportunities a consumer brand identifies. Why leadership and brand strategy need to evolve as a challenger brand scales. Key Topics Discussed Little Moons and the growth of mochi as a mainstream product. Joanna Allen's role as CEO of Little Moons. Taking the reins of a founder-led consumer business. Managing the transition towards a more mature stage of growth. TikTok and its role in brand growth. Moving beyond traditional frozen dessert category thinking. The wider opportunity in snacking. Leadership and strategy for scaling challenger brands. Like this episode? If you learn anything from this convo today, PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate or anyone trying to work out how to build a sharper, more focused growth model. AND!  Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. IF you leave a review with your name and I can find you on LinkedIn, I promise to write to say thanks! Join our community Instagram (https://www.instagram.com/brandgrowthheroes) LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true) Youtube (https://www.youtube.com/@brandgrowthheroes) Find out more about the programmes and courses Fiona runs here https://www.brandgrowthheroes.com/mini-mba-2027 - 2027 Mini MBA open for applications JAN 4th 2027 Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.  Thanks to Brand Growth Heroes’ podcast sponsor — Joelson - in my opinion, the BEST commercial law firm choice for CPG founders   If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm with 10000s of hours experience supporting the founders of scaling consumer brands, just like you. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and they still work with them at JamJar Investments today! Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (https://joelsonlaw.com/contact/bookings/ We HIGHLY recommend you take them up on it, you'll learn a LOT. (Don't forget to let them know you booked becauase you listened to Brand Growth Heroes) ******** Credits Thanks to our Sound Engineer, Producer and all-round HERO Gyp Buggane at Ballagroove.com and to Charlie at CBMedia - Mention BGH when you contact them for special listener offers.