TV heavyweights Ant and Dec have invested in The Northern Dough Co, with the pair set to take a central role in the company’s future product and content development.
The duo stripped down to their boxers in an initial video to launch the partnership. “After decades as a duo, we’ve invited someone else in,” said Declan ‘Dec’ Donnelly.
The Northern Dough Co was founded by Amy and Chris Cheadle in 2012, initially selling frozen pizza dough at local farmers’ markets and food festivals.
It has since expanded its range with a cookie dough product and ready-to-bake doughballs, which are sold in major supermarkets including Tesco, Sainsbury’s and Waitrose.
Ant and Dec said they would work with the brand through their creative company Mitre Studios, which creates “original, humour-led content” across social and digital platforms.
Mitre Studios has previously worked with brands including Schloer, Disney and Santander.
Amy and Chris Cheadle said: “It’s not every day Ant and Dec’s team drop you a line to ask if you’d be interested in exploring working together, but from the very first meeting it was clear just how well their personal values aligned with ours, and how easy it would be to partner and grow our business together.”
The company said Brits eating out less and the strong growth in frozen was driving its sales. However, its revenue is unknown, with the company exempt from filing full accounts at Companies House due to its size.
“We love the Northern Dough Co ethos of celebrating the joy of eating at home and bringing people together,” said Donnelly.
“Whether it’s a pizza party with mates or a Saturday night in front of the telly with your granny, everyone can get stuck in and make delicious pizzas. We are excited to celebrate all things dough through our partnership and social content.”
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