A Welsh entrepreneur selling her own chocolate pasta has wowed one of the UK's biggest supermarket chains. Bridgend -based Chloe sells her handmade dessert pasta, as well as other kinds of savoury flavours and sauces in three of her own Lilo's Handmade shops in Wales - two in Cardiff and one in Pencoed, as well as being stocked in a number of businesses across south Wales.
And to really put her products to the test, Chloe pushed herself to compete against five others from across the UK to try and persuade shopping giant Aldi to hand over a contract for their business in Channel 4 show Aldi's Next Big Thing.
In the first half of the show, contestants were given the task of pitching themselves to the Julie Ashfield, the managing director of buying at Aldi UK. After Chloe presented her salt and pepper pasta as well as the chocolate pasta to the experts, Julie said: “That’s good. That’s good - I’m really surprised.
Chris Bavin, of Britain’s Best Home Cook and Eat Well for Less, said: “That’s a lot nicer than I was expecting. Very unusual to have that chewy, chocolate sensation. Before adding: “I love the idea of sitting down to a bowl of spaghetti for my pudding.”
After the introductions took place, Julie offered even more praise, and said: “Visually, the pasta has great presence. I think it’s got shelf appeal."
And Chloe was also on cloud nine after meeting Julie, as she said: “I don’t think I’ll get another opportunity like this. It’s something that I’ve only ever dreamed of.”
Sadly, after discussing the pitches amongst themselves, Chloe did not win the life-changing contract, as they were instead awarded to a lactose free version of the popular ‘Monster Munch’ crisps, and a softer, more savoury version of the biscotti biscuit.
Despite it being a no from the Aldi expert, Chloe came away feeling more motivated than ever, with big plans for the future. She said: “My hopes are to eventually get a contract with a supermarket or large retailer and I’m also looking to go down the wholesale route so hopefully that will be good. It’s also great to share contacts between myself and the other contestants to help each other out because we’re all small businesses at the end of the day - it’s amazing the support we all have for each other.”
The opportunity came about after Chloe filled out an application which she sent off thinking nothing would come of it. But after a video call and discussions with Channel 4 she was given the go-ahead, and ended up filming for two days back in July. The feeling of being on camera for the first time was something new to Chloe, who was fascinated by the filming experience.
“I’ve never been on camera before so it was really intimidating being surrounded by cameras when you’re not allowed to look at them so it was definitely something else. I’m used to just running around in the background of my kitchens usually where nobody pays attention. So it was very strange being the front of the business and being quite vulnerable really.”
Chloe appeared alongside five other hopeful contestants; Rob from Monster Feet and Paul from the award winning ‘Artisan Bakery’ based in Dorset who won the episode as well as Joyce of Ntsama’s Chilli Sauce, the Jeye’s family who presented their Northamptonshire sauce and Monty who came with his mustard flavoured ice cream.
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