A winning combination
Susannah Millen meets Ed Smith and Richard Wilkinson, the founders of ‘superfood’ chocolate brand Doisy & Dam.
It is always inspiring to meet young entrepreneurs with passion and integrity. Not only is it heartening to write about a small business with a conscience – Doisy & Dam is focused on creating products with potentially health enhancing properties that are also made using ingredients with provenance – this is an ethos that is winning over an increasing number of consumers both in the UK and abroad.
Ed Smith and Richard Wilkinson, who have been friends since childhood, had a dream. Despite Wilkinson embarking on a career in finance and Smith starting out in marketing, they shared a passion for food. Neither had worked in the food industry before, but after considering potential gaps in the market for food and beverages, they discovered ‘superfoods’ and their potential health benefits. In fact, they saw an opportunity to create a product that would be packed with health enhancing superfoods, was additive and preservative free and was, of course, delicious. “We believe you shouldn’t have to sacrifice health to find indulgence,” Wilkinson explains.
So, with the appeal of a product that could deliver on both health and indulgence firmly in mind, Smith and Wilkinson officially launched superfood chocolate brand Doisy & Dam in November 2013. The name itself comes from two scientists – Edward Doisy and Henrik Dam – who were instrumental in nutritional science in the 1940s, winning a Nobel price in 1943 for their discovery of vitamin K. “We loved their story and their history in nutritional science worked well with what we’re trying to achieve with our use of superfoods,” says Smith.
Small beginnings
With just £11,000 in savings, the pair started by experimenting with chocolate flavours, formulations and various inclusions. “At the beginning we did everything ourselves due to a lack of cash,” says Smith. “Friends and family were our tasting panel,” he adds. Wilkinson continues: “We used feedback to modify our products, initially producing 500 bars in three flavours.”
Throughout the process the pair have welcomed advice and guidance from a variety of sources. “People have been so generous with their time and information,” says Smith. “Buyers have been extremely helpful, particularly Dan Rodriguez at Wholefoods who provided us with a checklist to ensure our product was retail ready, and Gillian at Earth Natural Foods who also gave us lots of help and advice.”
The pair also meet regularly with the founders of other food and beverage start-ups to share contacts and advice, which has led to successful business relationships and other opportunities.
The range
Doisy & Dom’s current range is produced in Norfolk with expert guidance and input from chocolatier Victoria Allen who Smith and Wilkinson discovered via Twitter. “Victoria has been brilliant in bringing her expertise from the world of chocolate,” says Wilkinson. “However, the design of the flavours has been brought together by product developer Anna Frost,” he adds.
Currently supplying 20 independent retail stores in London, the brand was showcased at the Caffè Culture Show in London. This event, alongside London’s Speciality & Fine Food Fair, IFE (the international food and drink event held at Excel in London) and the Farm Shop and Deli Show held at Birmingham’s NEC, have helped the brand secure listings with Cotswold Fayre, Ocado and Whole Foods Market.
Attending a range of artisan food markets and other events in the meantime has enabled the pair to continue to focus on independent traders with outlets around the capital. Retailers who stock the brand are supported by regular customer events and tastings. “Nothing sells product better than tastings; we are confident of that,” says Wilkinson.
Branching out
This year there has been a strong focus on coffee shops and juice bars, a strategy that is proving to be successful. “Sampling is still key,” Wilkinson confirms. “In October we had over 100 sessions booked.”
The product range is now available in two sizes and each one includes at least 10 per cent of the chosen superfood, each of which has its own particular health benefits. The range includes: ginger, chilli flakes & hemp seed; mulberries, black sesame & spirulina; maca, vanilla & cacao nibs; goji & orange; coconut & lucuma; coffee & sprouted buckwheat; quinoa, smoked tea and vanilla; roasted cacao nibs; ginger, chilli flakes and hemp seed; date & himalayan pink salt; and lemon, poppy seed & baobab.
Doisy & Dam bars are available in Scandinavia, the US and the Middle East. However, production and distribution is being managed in a slow, controlled manner to ensure the brand retains its artisan and ethical origins. Wilkinson explains: “We want to be able to support retailers in other markets when we have the time. We want to be able to build good relationships with each country.”
“Scandinavia in particular is an interesting market where branded premium food products are popular. However, the UK is pushing innovative food products and has a competitive edge,” he adds.
Smith continues: “The plan is for slow growth to ensure London knows how delicious our chocolate is before we widen our focus more nationally.”
The future
Other artisan chocolate brands that are intent on increasing their market share, notably The Raw Chocolate Company, have secured funding and an opportunity to promote their brand widely by appearing on Dragons Den – a UK television show that features multi-millionaire investors who are looking to invest in budding entrepreneurs. This is a scenario that Smith and Wilkinson have considered, but rejected in favour of slower, more considered growth.
“We did have a conversation with the makers of the programme, but instead found a single investor who is not experienced in food and beverages, but is very knowledgeable about business expansion,” says Wilkinson. “We will look for private investors in the future.”
At the heart of the brand is the concept of clean food that appeals to those who are looking for a product that offers a health benefit alongside a clear sense of indulgence. With this in mind, Smith and Wilkinson are currently developing other products such as cold brewed cacao ready for the next edition of the London Coffee Festival. The health benefits of raw cacao are only just starting to be understood, but it sounds to me like once again the pair have hit on a winning formula.
