Insights

Joelson advises Little Moons

Posted Thursday 10th March 2022

Joelson, the leading London law firm, has advised the Co-Founders of successful premium dessert brand, Little Moons on a significant minority investment by L Catterton, the largest global consumer-focused private equity firm.

In 2010, Siblings Vivien and Howard Wong, inspired by their parents’ bakery, founded Little Moons, selling its unique ice cream bites which are now sold across Europe. L Catterton have a successful track record investing in the Food & Drink sector and will be able to support the growth and development of Little Moons as they expand globally.

Joelson’s Corporate team was led by Partner, Phil Hails-Smith and supported by Partner, Paul Chiappe. Associates Charlie Pattihis, Emma Vantine, and Commercial Associate Guy Francis working alongside Solicitors Harriet McDonald, and Emma O’Rourke to ensure a successful transaction.

Vivien & Howard Wong, Co-Founders of Little Moons, said:

“We wanted to work with the best legal firm in the consumer space on this deal as it was such a significant milestone for us and the business. We were looking for a firm who understood our vision and who also had deep experience doing similar deals. Joelson got great references from other founders and have been fantastic during the whole process. We’ve been impressed by the entire team and would happily recommend them to other founders. We are very much looking forward to continuing to work with them following this deal. A huge thank you to Phil, Paul and the rest of the team.”

Phil Hails-Smith, Partner at Joelson, added:

“Working with Vivien and Howard has been an absolute pleasure. We are delighted to have been involved with such a great brand. We are sure that Little Moons has a very bright future with the combination of the entrepreneurial flair of Vivien and Howard and the support that L Catterton brings to the business. We are excited to be supporting Little Moons on the next step of the journey and its continued phenomenal growth. This transaction illustrates why we have such a great reputation in the sector.  We love working with Founders who create brilliant brands and ensuring that they are able to bring on board the right investors at the right time on the right terms.”


This article is for reference purposes only. It does not constitute legal advice and should not be relied upon as such. Specific legal advice about your specific circumstances should always be sought separately before taking or deciding not to take any action.


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