TV presenters Ant and Dec have become shareholders in frozen dough firm The Northern Dough Co.
The famous duo has also entered into a creative brand partnership with the firm, which is stocked in several of the UK’s major supermarkets, meaning they will front content across social and digital platforms.
Through their creative company Mitre Studios, Ant and Dec will work closely with the brand to create humour-led content. This was kicked off with a video on Instagram in which Ant and Dec, appearing in their boxershorts, allude to bringing a new partner into their dynamic duo before revealing it to be the frozen dough brand.
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The Northern Dough Co was founded by Amy and Chris Cheadle with the aim of providing a solution for people who wanted restaurant quality pizzas at home without the hassle of making it from scratch. It originally launched with a range of frozen pizza dough products at local farmers markets and food festivals, going on to secure listings with many of the major retailers including Morrisons, Sainsbury’s, Tesco, and Waitrose as well as the likes of Booths and Whole Foods Market.
Its range has also expanded and now includes cookie dough, ready-to-bake doughballs, and pizza doughs in original, wholemeal, sourdough, protein, and beer crust variants.
“It’s not every day Ant & 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,” said Northern Dough Co. founders, Amy and Chris Cheadle.
“As viewers, we’ve been entertained by Ant & Dec’s TV shows from Byker Grove as teens, to watching Takeaway and I’m a Celeb with our own children, and it’s that ethos of getting everyone together to enjoy a relaxing, feel-good experience that’s at the heart of The Northern Dough Co. Gathering to eat food is everyone’s favourite pastime, but cooking together to create an informal restaurant experience at home, makes it really special.”
The firm said there were “exciting plans” in the pipeline for the coming months and years ahead, with new launches across a range of product areas part of this. It is also actively looking to work with retailers to develop ‘category-driving partnership opportunities’.
Northern Dough Co pointed to research which found that 55% of households are eating out less frequently since 2023 with more and more people moving from expensive takeaways to quick and easy fresh home cooked restaurant quality meals. The frozen category continues to see some of the strongest growth in grocery retail, it added, as shoppers across the major retailers look for ways to make eating at home more of an occasion.
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