Shonagh Primrose

Primrose joins from consultancy firm Monticello

Little Dish has announced the appointment of Shonagh Primrose to the newly created role of UK MD, as the babyfood brand eyes domestic growth for its chilled and ambient lines.

Primrose joins from consultancy firm Monticello, which she co-founded and where she led business growth initiatives for clients including high-end booze retailer Berry Bros & Rudd and Jack Wolfskin, maker of outdoor apparel.

Her previous experience includes seven years at Tesco, which she joined in 2005 as commercial & strategy manager for Tesco Telecoms, eventually reaching the position of’s head of international.

Having also held senior positions at Betfair, Hanover Investors and Wiggle, Primrose had “the strategic thinking and expertise we need to lead the UK business through its next phase of transformational growth” said Little Dish CEO Dean Brown.

She will lead ambitious growth plans, including increased investment in direct engagement with parents, further innovation in healthy chilled kids’ food, and the development of new distribution models.