December 4, 2022

Thrive Insider

Exclusive stories of successful entrepreneurs

Joana Fraser, MD Founder at Littlemore

What’s your backstory and how did you come up with the idea?

I am a pediatrician with zero CPG or entrepreneurial experience before starting this company. After my first son was born I realized how terrible the packaged food/snack options are for kids. There was nothing I wanted to buy for him in the stores so I began to think about my version of the ‘perfect snack’ for him.

Describe the process of launching the business.

First I decided what form I wanted to snack to take, then I began researching ingredients. I knew I wanted ingredients with inherent goodness that needed no fortification and would never add sugar or salt. I worked with a food development team to craft the final formulations, and a branding team to build the brand story and imagery. I brought on my co-founder Lauren about 2yrs after the initial conception of the business. She brings finance, consulting and business experience and is a Mom of 3 kids herself. Together we brought the product to market, launched our website and have traction in ~20 retail outlets.

Of course, this synopsis does not speak to the many challenges along the way (including both of us having a baby at separate times during this whole process)!

Since launch, what has worked to attract and retain customers?

We have a strong and engaged following on social media. My expertise as a pediatrician and Mom helps to build trust in us and our products. We know that parents are desperately seeking better options for snacks for their kids- they are tired of pouches and fruit-sweetened options as they realize these foods and flavors do not set their kids up well for a lifetime of healthy eating. Once they try our snacks they love them and our returning customer rate is high.

How are you doing today and what does the future look like?

We are adding a 3rd flavor, a larger bag mixed and a multi-pack option later this year. We hope to dramatically increase our footprint in grocery with these offerings. We’d love to add a second line of snacks late 2022.

Through starting the business, have you learned anything particularly helpful or advantageous?

Too many to answer here! But one thing that stands out is to never say ‘no’ to any conversation or introduction. Each provides help, guidance and usually a follow up connection that keeps moving you forward. Talk to anyone and every one who will talk to you and ask as many questions as possible! The saying ‘you don’t know what you don’t know’ in this business is so true and so we try and fill our knowledge gaps as much as possible.

What platform/tools do you use for your business?

Shopify, Klaviyo, IG and Facebook are the main ways we reach our audience

What have been the most influential books, podcasts, or other resources?

Podcasts and speaking with fellow entreprenuers

Advice for other entrepreneurs who want to get started or are just starting out?

You’re most likely to regret something you didn’t do more than something you did. So, just take the leap and do it!

Where can we go to learn more?

www.littlemoreorganics.com