Supermarket success for Nothern Dough Co

Chris & Amy Cheadle, co-founders of The Northern Dough Co

Supermarket success for Northern Dough Co

The husband and wife team behind frozen food business The Northern Dough Co. are celebrating securing a listing in more than 700 Sainsbury’s stores nationwide.  

Chris & Amy Cheadle, from Preston, launched the business from their kitchen table back in 2011 when they noticed a gap in the market for fresh pizza dough. 

Co-founder Amy Cheadle said: “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.” 

Chris and Amy knew there would be interest in their product when friends started asking for their recipe, so they approached local delis and shops.

Chris Cheadle says: “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.” 

Supermarkets were quick to see the appeal of the unique pizza product, with Booths, Ocado, Waitrose and Wholefoods adding it to their shelves early on. 

The pair continued their pursuit to make the products available nationally eventually landing on success when Sainsbury’s confirmed it would be putting the pizza range into more than 700 stores across the country. 

Amy adds: “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. 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.”