The Northern Dough Co, the frozen food business launched by Preston-based couple Chris and Amy Cheadle, have announced that they have secured a major listing at over 700 Sainsbury’s nationwide stores.
The company began in 2011, literally as a kitchen table venture, to address a gap in the market for pizza dough. Its range, which interestingly only uses natural ingredients, encompasses ‘original’, ‘chilli-infused’, ‘rosemary-infused’ and ‘wholemeal’ flavours.
The latest listing in Sainsbury’s strengthens further the company’s portfolio, which also includes Waitrose, Ocado and Booths, as well as farm shops and delis across the UK.
Co-founder Amy Cheadle was quoted as saying “We started the business with a small amount of money but a huge determination that with a strong idea and a lot of passion for great food, we could create a national brand.
She continued: “We know people love making their own pizza but that making the dough is time consuming and a lot of effort for a result that isn’t guaranteed so when we realised we could save people time and get them straight to the fun part of making pizza at home by creating a fresh pizza dough using high quality ingredients that just needed defrosting to use, we set about developing something that would fit the bill.
On their humble beginnings at local food markets in Liverpool and Clitheroe, Chris Cheadle said: “We took enough products to our launch event at Clitheroe to last the day, but had sold out within an hour. At that point we knew there was a clear demand and started to approach individual delis to see if they would stock the range.”
Amy added: “The fact that retailers such as Sainsbury’s and Waitrose have supported our vision by stocking our range is incredibly exciting and we can’t wait to see how shoppers use it to create fantastic pizza at home”.