Fresh chilled chocolates brand Russell & Atwell set for Dragon’s Den appearance
Story by
March 4, 2022
Birmingham-based startup Russell & Atwell, which produces gourmet fresh chilled chocolates, is set to make an appearance on the BBC’s Dragon’s Den.
Headed up by Steve Russell and Giles Atwell, who collectively have over 30 years’ experience in the making and marketing of chocolate, Russell & Atwell was launched as an e-commerce business in 2020.
Steve Russell has over 20 years of chocolate development experience, creating chocolates for famous household brands like Mars, Cadbury, Green & Blacks and lastly Godiva, where he and Giles met. Atwell’s grandfather also began a chocolate company, Lesme Ltd, in 1921 and his dad ran it for several years before being sold in the 1980s.
Between them, they’ve created and launched hundreds of chocolate products all over the world.
Russell & Atwell hand prepares five varieties of fresh chilled chocolates, made with delicious, high-quality and sustainable ingredients, from their Birmingham kitchen. The ingredients used includes responsibly sourced cocoa, fresh organic British cream, butter and wildflower honey.
Speaking of the inspiration behind the company, Giles Atwell says: “The ‘long life’ chocolate bar was invented at the start of the 20th century, but most homes have had fridges since the ‘50s, so whilst fresh milk, pasta and desserts have all migrated over into the fridge, chocolate has been left, quite literally, on the shelf. It’s high time fresh chocolate became the go-to standard for quality, simplicity of ingredients and indulgence.”
On Thursday, 10th March at 8 pm, the experienced pair will pitch their concept, business nous and bold plans for expansion in an attempt to secure investment from Steven Bartlett and the rest of Dragons.
Bartlett recently invested £150,000 in artisan cheese company cheesegeek and £50,000 in real grass toilet for dogs brand Piddle Patch.
We were pretty nervous about going on Dragon’s Den after less than nine months of trading,” said Giles, “but we hoped Steve’s chocolates would win them over”.
The Birmingham-based chocolatiers have now appeared on the show and secured investment from Steven Bartlett and Peter Jones.
