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Business Leader · June 16 · 37 min

How Little Moons went from family bakery to TikTok star

Vivian Wong, co-founder of Little Moons, shares the unfiltered story of building the UK's most talked-about mochi ice cream brand — from a small family bakery to a £27mn pound run rate overnight. Vivian talks to Sir Richard Harpin, founder of Homeserve, about how a single TikTok video sent shoppers queuing outside Tesco at 7am, and why ten years of groundwork meant Little Moons was ready to seize the moment rather than be consumed by it. She reveals her learnings from a costly factory mistake — and the sunk cost fallacy that nearly upended the business. Vivian also shares the personal catalyst that made her start the business, the reality of co-founding with a sibling, and how she now lives by a simple rule: no regrets. Themes covered: Why owning your manufacturing is a genuine competitive advantage in the FMCG world How Vivien bootstrapped Little Moons for 12 years before taking private equity investment When and how to bring in a professional CEO The difference between a coach and a mentor, and why you need both Subscribe to the Business Leader Podcast for weekly entrepreneur stories from founders and CEOs who’ve built and scaled great businesses. Join the Business Leader community for coaching, peer to peer forums and exclusive learning events. Sign up to our free weekly newsletter at businessleader.co.uk/newsletters. Business Leader is a membership community for ambitious CEOs and founders of mid-sized UK companies, designed to help them grow with purpose through strategic support, peer-to-peer learning, expert coaching, and high-impact events. Sign up for our Business Leader newsletter here. Hosted on Acast. See acast.com/privacy for more information.

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Vivian Wong, co-founder of Little Moons, shares the unfiltered story of building the UK's most talked-about mochi ice cream brand — from a small family bakery to a £27mn pound run rate overnight.

Vivian talks to Sir Richard Harpin, founder of Homeserve, about how a single TikTok video sent shoppers queuing outside Tesco at 7am, and why ten years of groundwork meant Little Moons was ready to seize the moment rather than be consumed by it. She reveals her learnings from a costly factory mistake — and the sunk cost fallacy that nearly upended the business. Vivian also shares the personal catalyst that made her start the business, the reality of co-founding with a sibling, and how she now lives by a simple rule: no regrets.


Themes covered:


  • Why owning your manufacturing is a genuine competitive advantage in the FMCG world
  • How Vivien bootstrapped Little Moons for 12 years before taking private equity investment
  • When and how to bring in a professional CEO
  • The difference between a coach and a mentor, and why you need both

Subscribe to the Business Leader Podcast for weekly entrepreneur stories from founders and CEOs who’ve built and scaled great businesses. Join the Business Leader community for coaching, peer to peer forums and exclusive learning events. Sign up to our free weekly newsletter at businessleader.co.uk/newsletters.



Business Leader is a membership community for ambitious CEOs and founders of mid-sized UK companies, designed to help them grow with purpose through strategic support, peer-to-peer learning, expert coaching, and high-impact events. Sign up for our Business Leader newsletter here.

Hosted on Acast. See acast.com/privacy for more information.

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