Amy and Chris, founders of The Northern Dough Co, share their Start Up Story

Amy and Chris, founders of The Northern Dough Co, share their Start Up Story

Sharing the stories behind small businesses is one of my favourite parts of having this blog. I love finding out how they started and what the day to day looks like. Running a business as a parent with young children can be tricky to say the least but Chris and Amy Cheadle are bossing co-parenting and running a growing succesful retail brand. Amy is one of my Coffee Work Sleep Creative Community members and it’s been exciting get to know her over the past few months and to see her business go from strength to strength. 

Hi, we’re Chris and Amy Cheadle, and we run the retail bakery brand The Northern Dough Co. We met at university in Leeds towards the end of our courses, and loved plotting ways that we could run a business together in the future (everything from see-through toasters to achieve the perfect colour on your bread, to running our own restaurant) but after graduation, we each secured corporate roles and carried on dreaming. After we married in 2011 (on the same day as Wils and Kate! An unplanned clash!) we realised the idea had been staring us in the face, as Chris’ family had been bakers for three generations before him. We started The Northern Dough Co. soon after. 


Tell us a little bit about your business 

We make a range of freshly frozen pizza dough, that’s available to purchase through supermarkets. Making pizza with fresh dough creates the freshest, crispest pizza you’ll eat at home, and you can top it in a million ways, exactly as you want to. Before we launched the company, the only way to make your own pizza was to make your own dough from scratch, and it put lots of people off as it can be tricky and time consuming. We use 100% natural, premium, store cupboard style ingredients to make our dough in the bakery the family has owned for over 100 years, freeze it as soon as its mixed, and all our customers need to do is defrost, roll, top and bake, and they have a freshly baked pizza in under 20 mins. We sell it to supermarkets across the UK, including Sainsbury’s, Waitrose, Ocado, Booths and Wholefoods, and its stocked in their freezer departments, meaning we don’t have to use any preservatives to keep it fresh.


Once you had the idea how did you go about turning it into a business?

One night, as we were eating pizza that we’d made using dough from the bakery, we realised that we couldn’t just go out and buy something similar in the supermarket. The bakery had supplied Italian restaurants for decades with their artisan recipes, but had never created a brand that individual shoppers could purchase in the supermarket. We realised that was our opportunity, and decided to create a brand, along with some additional products, which is where the chilli and rosemary pizza dough variants came from. We worked with the bakery team to develop new recipes, and then evenings and weekends with a friend who is a talented designer, to create the brand identity and packaging, and then booked onto a food festival in Clitheroe to test it with consumers and see what they thought. By the time we’d sold out of all our stock (twice) at Clitheroe, we knew it was worth pursuing, and Chris quit his job soon after to focus on it full time.


The early days!


What careers did you have before you founded the Northern Dough Co and does the experience you gained from them apply now?

I (Amy) worked for 14 years in retail marketing and analytics, specifically with brands supplying into supermarkets, so the experience has been the best foundation for building my own brand, understanding how to pitch it to supermarkets, and understanding how to make it sell once its on the shelves. The challenge is the difference in budget, while the brands I was working with before had hundreds of thousands to spend, my budget is a lot more modest, so creativity is key! Chris worked in classic business analysis roles, before specialising in Ux for one of the leading price comparison sites, so his skills apply directly to all the processes behind the business, as well as making sure the creative side pays back in sales.


Do you have clearly defined roles and responsibilities when it comes to the day to day of running your growing business?

We’re both very hands on, and its unusual we’ll work in isolation on any single task, as there’s only the two of us who run the business (we make fantastic use of outsourced skills, and love working with independent specialists in their field, like freelance designers and independent marketing agencies) but we do tend to focus on our areas of experience, with me (Amy) working mainly on sales and marketing, and Chris on operations and finance.

Has being married and being parents influenced the way your business works? 

We started the business shortly after getting married, but didn’t have children, and the biggest adjustment was getting used to being in each others’ space all the time. We’ve always been very open with each other, and being married and having no boundaries on what we can discuss has hugely helped us, as it means we get through any disagreements quickly. We had our first baby three years after the businesss started, and it changed everything. We went from being able to pull out all the stops and work around the clock when we needed to, to having to stick to schedules and tag team each other in and out of our home office, the illusion of being able to work while the baby slept certainly wasn’t true for us. The initial months were challenging, as it felt like we weren’t moving forward, but what we realised was that both being at home, and being entirely flexible for our children was a huge goal. Unlike so many Dads who work out of the home, Chris was a co-parent from day one, and continues to be so. We often say that if it all ended tomorrow, the most valuable thing would be the time we’ve both been able to have hands on with our children, despite the huge juggling act it requires.

What do you do to manage your time and what tips do you have for avoiding being overwhelmed?

It’s so easy to feel overwhelmed, especially when you feel that there’s a million things you could do to move your business forward if only you made the time. It can make any non-working time really guilt-inducing, even more so if that time isn’t then dedicated to family. I knew early on that the pressure of the business, my own personality and having two children within 18m of each other was a recipe for burnout, so I invested in a coach and it was the best money I’ve spent. She helped me to realise that working flat out is counterproductive, that I had an entire lifetime to achieve the goals I had in mind, that taking time out for myself made me more efficient, and that keeping a network of friends is invaluable. They all sound like obvious points, but when you have someone else’s voice in your mind repeating that advice, and giving you permission to do things differently than you’ve been trained to in corporate environments, it makes a huge difference.

I run on black coffee and chocolate biscuits when I’m working, what couldn’t you live without?

Very similar here! A good coffee machine at home and a big supply of things to nibble on! I couldn’t live without working where my dogs are though too, I’ve worked from home for over 10 years now, and have found myself at my desk for too many hours at a stretch on too many occasions. Its lovely to be able to take a quick break and have a minute with my whippets, who are always lounging somewhere nearby, they say that spending time with animals is a proven stress reliever and it definitely works for me.


When running a business these days, you need to build a strong social media presence, which platform do you have the most success with?

For me, it’s different platforms for different purposes, as the different groups that make up my target audience interact on different platforms. For example, I have a big following from outdoor cooking enthusiasts, who love to make pizza in wood fired ovens or on their BBQs, but they only use Twitter, so my content there needs to point to them. Over on Instagram, which receives by far the most interaction for me, it’s more about families and people who are seeking recipe inspiration. I’m lucky in that as a food brand that relies on recipes, there’s endless content that I can create. I create all the recipes for social media and snap them all on my iphone, it can take hours but it’s my favourite part of the job!

What’s been the hardest part of your life as a small business so far and how do you overcome those kinds of hurdles?

Working in retail is a really fast moving environment, and with the size of the individual supermarkets, a listing on their shelves is a huge game changer for our business. The buyers frequently change roles though, so on many occasions we’ve spent months meeting with someone, getting excited about the progress, only for them to move onto a new role and we then have to start again with a new contact. The first time it happened was a big blow and felt like a backwards step, but over the years we’ve talked to so many other small food brands and it happens to us all. When the listing eventually does happen, it always feels like it was the ‘right time’ and that perhaps the previous setbacks wouldn’t have worked quite as well, so we try to keep that in mind when faced with the disappointment.


What is the best part of running your own business? Has there been a ‘pinch yourself to check it’s real’ kind of moment for you?

It has to be the flexibility and the opportunity to set your own agenda, especially because we’re married, so taking a day off together because the sun is shining and we want to make the most of it and push work commitments back to the evening is our choice. It works the other way though, with holidays involving at least a few hours of work squeezed in every day, but it’s absolutely worth the balance and to not have to answer to anyone. Looking back on our lives with our four and two year old, knowing that as parents we’ve been able to be there equally for them since day 1 because of our business is something that we feel incredibly happy to have experienced, we never take that time for granted.

If you could go back in time to when you started up and give yourself some advice what would it be?

To be really clear on your objectives, and what your business does and doesn’t do and stick to them when faced with opportunity. What’s lovely about running a small business is the amount of people who offer ideas and opportunities to take your business in a new direction, but when time and resources are tight, it can dilute your focus and mean you’re stretched too thin on the fundamentals. While its always worth weighing all opportunities (some of our best have come out of the blue), making sure that they don’t divert you completely off course is really important, or you can end up with bits of business here and there that are difficult and time consuming to service. Spending a decent chunk of time upfront mapping out your objectives and plans, having a really clear target audience and asking yourself what you provide them with is really important, as if a new opportunity pops up that doesn’t fit with those things, you know it’s either not right (or not the right time) to pursue it. 

What are your hopes for the future of the Northern Dough Co?

We’d love to grow the range of products that we offer, and in the same way we were the first company to bring pizza dough to the UK supermarkets, do the same for other products. We’ll always keep our ethos of ‘great food shared together’ and create products that encourage people to share the cooking experience. We’re so lucky that lots of our customers get in touch to say that they’ve had tons of fun making pizza with their children, or enjoyed a brilliant date night of making pizza for their partner, that as long as we keep hearing that kind of feedback, we know we’re doing the right thing.

Whether practical or inspirational, what is your top piece advice for anyone out there wanting to take that leap and start their own business?

If you think starting a business is for you, create it in a market that you’re passionate about. Just because there’s a gap in the market, or an opportunity, doesn’t mean it’s right for you. In the early days, you’ll likely work long hours for little or no pay, and your enthusiasm will soon run out if you don’t love it regardless. Chris and I used to spend up to 18 hours a day doing food festivals, with all the set up and prep either end, and then break even after five days (or lose money if it was a wash out and poured down!). We had to do it to create brand awareness, and we loved it because we believed in the product and we were together, so it never felt like ‘work’ in the true sense. You also have to be incredibly realistic, as starting a business is emotionally tough, while the wins are incredible, the lows can feel very personal and without a team of people, it’s easy to feel isolated and defeated. Surrounding yourself with people in a similar situation is essential, so you can pick up the phone or meet for a coffee and know you’re going through the same emotions as everyone else, a network of ‘virtual colleagues’ is the best team you can have. 


A huge thank you to Amy and Chris for taking part in my Start Up Stories feature. I hope you enjoyed reading about them and their business as much as I did. Please do check out their social media – their Instagram especially is worth a follow for lots of recipe ideas!

You have the chance to win an exclusive Northern Dough Co personalised pizza cutting board!

Enter below to be in with a chance of winning!

a Rafflecopter giveaway

(full terms and conditions can be found below)



Find out more about The Northern Dough Co

The Northern Dough Co

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Photos by Robyn Swain Photography

Terms and conditions

UK entries only
The prize is –
1 x personalised pizza cutting board
A choice of design variations

There is no cash alternative
Giveaway ends 30/09/2018 at 11.59pm
When the winner is announced they will have 48 hours to get in contact, if they do not then another winner will be drawn
Anyone that does not complete the compulsory entry will be disqualified
The prize will be sent out to the winner by the Northern Dough Co

get sharing


  1. sam macaree
    September 5, 2018 / 2:13 pm

    i love mushrooms on mine!

  2. Christine
    September 7, 2018 / 5:23 pm

    I love ham and mushroom with a stuffed crust!

  3. Karen
    September 7, 2018 / 5:59 pm

    I know it’s controversial but I love pineapple on pizza

  4. Wise Ways
    September 7, 2018 / 6:17 pm

    Has to be tomato goats cheese & crispy bacon

  5. Tracy Nixon
    September 7, 2018 / 6:55 pm

    BBQ chicken and sweetcorn!

  6. Kim Neville
    September 7, 2018 / 7:28 pm

    chicken, mushroom, red onion, peppers and sweetcorn

  7. Solange
    September 7, 2018 / 11:46 pm

    Pepperoni and jalapenos.

  8. clair downham
    September 8, 2018 / 10:02 am

    ham and pineapple

  9. amy bondoc
    September 8, 2018 / 11:22 am

    sweetcorn bbq chicken on bbq base

  10. Ashleigh Allan
    September 8, 2018 / 3:52 pm

    Ham and pineapple

  11. Jodie Cook
    September 8, 2018 / 4:56 pm

    Pineapple and Sweetcorn

  12. Alica
    September 9, 2018 / 3:40 pm

    I am a meat feast kinda gal! Also love some chilli and onions 🙂

  13. Sophie Roberts
    September 9, 2018 / 7:49 pm

    I know it sounds plain and boring but cheese and tomato is always a winner for me!

  14. jacqui rushton
    September 10, 2018 / 12:30 am

    Ham and mushroom!

  15. Natalie
    September 10, 2018 / 11:17 am

    Absolutely love pepperoni and buffalo mozzarella on sourdough base! Or ham and mushroom! I love pizza!

  16. amanda w
    September 10, 2018 / 1:48 pm

    i love onion and mushroom on mine!!!

  17. Annie L
    September 10, 2018 / 8:43 pm

    I love mushrooms and four cheeses on mine

  18. Tracy Hanley
    September 11, 2018 / 11:12 am

    I love bacon , pepperoni and mushrooms on my pizza

  19. Lynn Neal
    September 11, 2018 / 6:00 pm

    Mushrooms, onions and peppers!

  20. Emily OMara
    September 12, 2018 / 6:29 pm

    anchovies, capers and olives oooh yeahh

  21. Alex Telford
    September 12, 2018 / 10:17 pm

    I love spinach on my pizza

  22. Tasha
    September 13, 2018 / 8:21 pm

    Goats cheese

  23. Sofiane F
    September 13, 2018 / 8:55 pm

    Black olives and anchovies

  24. Margaret Gallagher
    September 13, 2018 / 10:07 pm

    Tuna peppers and sweet corn with a bit of chilli

  25. Helen
    September 14, 2018 / 12:42 pm

    Parma ham and mushrooms!

  26. cheryl hadfield
    September 16, 2018 / 8:32 pm

    mozzarella cheese and tomato

  27. Steph
    September 17, 2018 / 3:56 pm

    Pesto and mozzarella, you can’t beat it!

  28. Liam Bishop
    September 19, 2018 / 3:55 pm

    My favourite topping is fresh basil, love it!

  29. jules Eley
    September 21, 2018 / 7:32 pm

    I love roasted vegetables.

  30. Maisyh
    September 22, 2018 / 6:16 pm

    Pepperoni hands down!

  31. katherine s
    September 23, 2018 / 10:22 am

    My favourite pizza topping is just the standard cheese and tomato.

  32. Carole Nott
    September 23, 2018 / 9:36 pm

    my favourite is double cheese and tomato

  33. Chelsey Hollings
    September 23, 2018 / 9:41 pm

    Pineapple, Peppers, Sweetcorn and Pepperoni

  34. Becky John
    September 23, 2018 / 10:39 pm

    Pepperoni & Jalapeno

  35. Michelle Smith
    September 24, 2018 / 12:05 am


  36. Margaret Clarkson
    September 24, 2018 / 6:34 am


  37. Dale Dow
    September 24, 2018 / 10:01 am

    I love a BBQ sauce base, I then add chicken, bacon, sweetcorn and red onion

  38. Stef Acaster
    September 24, 2018 / 10:49 am


  39. Sally Collingwood
    September 24, 2018 / 1:00 pm

    Cheese and mushroom is my favourite

  40. Sarah Fielding
    September 25, 2018 / 1:08 pm

    Chicken, tomato and sweetcorn!

  41. mandy coker
    September 25, 2018 / 2:55 pm

    spicy beef and jalapeno mmm yummy!

  42. Laura Pyper
    September 25, 2018 / 7:08 pm

    chicken and sweetcorn

  43. john prendergast
    September 25, 2018 / 11:10 pm


  44. Adrian Bold
    September 25, 2018 / 11:52 pm

    I like bacon, ham and extra cheese.

  45. Kevin Honey
    September 26, 2018 / 12:39 am

    Anchovies and chili

  46. Laura Turner
    September 26, 2018 / 6:54 am

    ham, artichokes and olives.

  47. Ray Becker
    September 26, 2018 / 7:24 am

    Anything meat

  48. September 26, 2018 / 7:52 am

    I love pepperoni but I’m partial to a Bolognese pizza

  49. Avs
    September 26, 2018 / 9:32 am

    The tastiest cheeses for me

  50. Juli Savage
    September 26, 2018 / 11:01 am

    Vegetables and pineapple

  51. iain maciver
    September 26, 2018 / 11:32 am

    chicken,tuna,ham,cheese, pepporoni

  52. Caroline Hooper
    September 26, 2018 / 12:01 pm

    I sounds a bit boring but cheese tomato and basil is my all time favourite!

  53. Annabel Greaves
    September 26, 2018 / 1:02 pm

    I love pepperoni

  54. Lorraine Stone
    September 26, 2018 / 1:09 pm

    Four cheese topping 🙂

  55. laura stewart
    September 26, 2018 / 1:52 pm

    cheese, tomato and pineapple x

  56. ElizM
    September 26, 2018 / 4:06 pm

    I had a fab pizza down in Lyme Regis this summer with camembert and garlic and I think rosemary too on top – amazing!

  57. Rachel White
    September 26, 2018 / 4:40 pm

    All of them… all the toppings you can imagine except anchovies & fruit!

  58. Susan Smith
    September 26, 2018 / 4:55 pm

    Love a seafood topping on my pizza

    September 26, 2018 / 4:59 pm

    Cheese with plenty of garlic

  60. Elaine Stokes
    September 26, 2018 / 5:22 pm

    tomato and cheese, with fresh basil thrown on at the end

  61. Geri Gregg
    September 26, 2018 / 5:25 pm

    Meat feast

  62. Laura Banks
    September 26, 2018 / 8:00 pm

    tuna and prawns

  63. Sharon Saunders
    September 26, 2018 / 9:38 pm

    Roasted vegetables and lots of onions.

  64. Debbie Finnerty
    September 26, 2018 / 9:41 pm

    Veggies! I like cheese, red onion, mixed peppers, sweetcorn and red chillies mmmm

  65. September 26, 2018 / 11:07 pm

    My favourite pizza toppings are ham and pineapple! 🙂

  66. Sharon Everett
    September 27, 2018 / 12:51 am

    Cheese and tomato. X

  67. Tina H
    September 27, 2018 / 9:45 am

    I love olives on pizza and shhh don’t tell anyone but I also love pineapple and jalapeno.

  68. Ursula Hunt
    September 27, 2018 / 9:47 am

    I like cheese, mushroom and ham topping

  69. S Kerry
    September 27, 2018 / 10:29 am

    I love chorizo and spinach on my pizza and plenty of cheese!

  70. Rebecca Taylor
    September 27, 2018 / 1:39 pm

    Chorizo and Rocket

  71. September 27, 2018 / 2:47 pm

    I love ham and pineapple on pizza x

  72. paula cheadle
    September 27, 2018 / 4:22 pm

    I love ham and pineapple

  73. Andrea Fletcher
    September 27, 2018 / 6:38 pm

    I like cheese, pepper and sweetcorn.

  74. Elzbieta Znyk
    September 27, 2018 / 8:59 pm

    Cheese, ham,mushrooms, peppers.

  75. Laura
    September 27, 2018 / 9:21 pm

    Pistachio pesto, parma ham and mozzarella

  76. Rebecca Nisbet
    September 27, 2018 / 10:33 pm

    i love a veggie pizza with bbq base

  77. Purmala Shrestha
    September 28, 2018 / 8:47 am

    Chicken, mushroom, red onion, pepper, jalapeno and tomatoes.

  78. Purmala Shrestha
    September 28, 2018 / 8:49 am

    Chicken, mushroom, jalapeno, pepper and red onion

  79. Samantha McDonough
    September 28, 2018 / 10:40 am

    Mushroom – a good funghi is definitely my favourite pizza.

  80. chris r
    September 28, 2018 / 10:47 am

    Marinara meat balls and spicy sausage

  81. September 28, 2018 / 2:27 pm

    I’m really boring and just love cheese

  82. Emilia Nastaly-Howard
    September 28, 2018 / 6:52 pm

    Chillis 🙂

  83. Pam Francis Gregory
    September 28, 2018 / 7:49 pm

    Tandoori Chicken

  84. sharon martin
    September 28, 2018 / 8:06 pm

    ham, pineapple & mushroom

  85. Catherine Stewart
    September 28, 2018 / 8:16 pm

    All the veggies being a vegetarian!

  86. Jo F
    September 28, 2018 / 8:51 pm

    Spinach, mushroom, walnuts and goats cheese

  87. Sheri Darby
    September 28, 2018 / 8:57 pm


  88. Zoey P
    September 29, 2018 / 6:57 am

    Love a fully loaded meat pizza

  89. Jeanette Leighton
    September 29, 2018 / 9:03 am

    I love ham , mushroom and red onion

  90. Caroline
    September 29, 2018 / 9:11 am

    Tuna and Olives

  91. Tammy Neal
    September 29, 2018 / 9:25 am

    Ham and mushrooms x

  92. marie miles
    September 29, 2018 / 9:25 am

    i like a simple pizza normally a cheese and tomato one but sometimes i fancy a nice meaty one topped with meats like pepperoni and ham and sausage etc

  93. Julie Edwards
    September 29, 2018 / 10:09 am

    Veggie cheese xx

  94. Kobi Carpenter
    September 29, 2018 / 10:44 am

    I am pretty boring with pepperoni and sausage. My husband on the other hand likes a Polynesian sauce, ham, pepperoni,sausage, pineapple and pepper. Needless to say we make two different pizzas.

  95. Tina Glover
    September 29, 2018 / 11:17 am

    I love a good spicy pizza or a pepperoni pizza xx

  96. Andrea A
    September 29, 2018 / 11:50 am

    My favourite pizza topping is cheese and tomato

  97. Georgie Moody
    September 29, 2018 / 12:11 pm

    Chicken and bacon

  98. carol boffey
    September 29, 2018 / 12:14 pm

    i love three cheeses

  99. Bryan Vice
    September 29, 2018 / 12:59 pm

    I love the works Pepperoni sausage extra cheese onions black olives

  100. Michelle Ferguson
    September 29, 2018 / 1:14 pm

    I love margherita, simple but tasty

  101. Jo Bickley
    September 29, 2018 / 1:23 pm

    Classic Margherita here!

  102. emma morgan
    September 29, 2018 / 1:43 pm

    Has to be ham & mushroom

  103. Anneka
    September 29, 2018 / 1:48 pm

    Margarita is my favourite but I love adding sweet corn and mushrooms

  104. Cassandra D
    September 29, 2018 / 2:10 pm


  105. Caroline Tokes
    September 29, 2018 / 2:59 pm

    vegetable pizza at the moment

  106. Lia Burns
    September 29, 2018 / 2:59 pm

    I’m afarmhouse lover! Ham and mushroom all the way

  107. Sinead Egan
    September 29, 2018 / 3:07 pm

    Ham and pineapple every day

  108. Paul Meulen
    September 29, 2018 / 3:33 pm


  109. tracey hunt
    September 29, 2018 / 4:31 pm

    ham and pineapple

  110. Danielle Spencer
    September 29, 2018 / 4:37 pm

    Meat feast

  111. Rebecca Whatmore
    September 29, 2018 / 5:10 pm

    Goats cheese and sundried tomatoes

  112. caitlin kelly
    September 29, 2018 / 6:38 pm

    pepperoni and mushrooms

  113. Janine H
    September 29, 2018 / 9:11 pm

    Smoked ham and garlic mushroom is divine

  114. Pauline Black
    September 29, 2018 / 9:34 pm

    Chicken mushroom and peppers!

  115. Clare Davies
    September 29, 2018 / 10:00 pm


  116. Clare Davies
    September 29, 2018 / 10:02 pm

    Chorizo would be mine!!

  117. Natalie Crossan
    September 29, 2018 / 10:45 pm

    meat feast 🙂

  118. Steve Dickinson
    September 29, 2018 / 10:48 pm

    Plain old cheese and mushroom

  119. champaklal Lad
    September 29, 2018 / 10:55 pm

    ham, chicken, mushroom, indian spicy vegetables

  120. Cerys John
    September 29, 2018 / 11:02 pm

    I love a simple topping of mozzarella and basil!

  121. melanie stirling
    September 29, 2018 / 11:10 pm

    Ham and pineapple.

  122. Tracey Anderson
    September 29, 2018 / 11:24 pm

    Meatballs 🙂

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