TV presenters Ant and Dec have taken a stake in frozen dough company The Northern Dough Co., becoming shareholders in the business.
The famous duo has also formed a creative brand partnership with the company, which is stocked in several major UK supermarkets, and will feature in content across social and digital platforms.
Through their creative company, Mitre Studios, Ant and Dec will collaborate closely with the brand to produce humour-led content.
The partnership launched with a playful Instagram video, where the duo, appearing in their boxer shorts, tease the idea of welcoming a new partner into their iconic pairing—before revealing it to be the frozen dough brand.
The Northern Dough Co was founded by Amy and Chris Cheadle to offer a convenient solution for those craving restaurant-quality pizzas at home without the effort of making dough from scratch.
The brand initially launched a range of frozen pizza dough products at local farmers' markets and food festivals, before securing listings with major retailers such as Morrisons, Sainsbury’s, Tesco, and Waitrose, as well as speciality stores like Booths and Whole Foods Market.
The brand’s product range has since expanded to include cookie dough, ready-to-bake doughballs, and a variety of pizza doughs, available in original, wholemeal, sourdough, protein, and beer crust options.
Amy and Chris Cheadle, Co. founders of Northern Dough Co, said “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.'
“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 company revealed it has “exciting plans” in the pipeline for the coming months and years, including new product launches across various categories. It is also actively seeking to collaborate with retailers on ‘category-driving partnership opportunities’.
Northern Dough Co highlighted research showing that 55% of households have been eating out less often since 2023, with a growing number opting for quick, easy, and high-quality home-cooked meals over expensive takeaways.
The company also noted that the frozen food category remains one of the fastest-growing segments in grocery retail, as shoppers increasingly seek ways to elevate home dining experiences.
