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North Yorkshire chocolate entrepreneurs to feature on Channel 4 show Aldi's Next Big Thing

Entrepreneurial couple Laura and Mark Millard are competing to see their WheyBetter product on the supermarket's shelves

Laura and Mark Millard of WheyBetter.(Image: WheyBetter)

An entrepreneurial couple behind a nutritious chocolate bar are set to take to TV screens as they pitch to get their product stocked on Aldi's shelves.

Scarborough's Laura and Mark Millard are the founders of WheyBetter which they describe as “the love child of your favourite protein bar and traditional chocolate bar”. The bars, first launched in 2017, are packed with protein and nine vitamins and have no added sugar, and are marketed as a guilt-free snack.

The couple, who have been together for 14 years and have two children, are now competing in Aldi's Next Big Thing - a Channel 4 series that pits food and drink producers against each other in pursuit of coveted shelf space in one of the country's most popular supermarket chains. In weekly episodes the teams behind the brands present to Julie Ashfield, Aldi 海角视频's managing director of Buying.

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Ms Ashfield then looks at factors such as price, packaging, shopper demand, and the ability to scale up, before shortlisting contestants down to just two. The finalists are given a month to refine their products based on feedback, and will receive a home visit from one of the show's presenters, Anita Rani of Countryfile and BBC Radio 4 and former greengrocer Chris Bavin, of BBC 1’s The One Show and Eat Well for Less.

The six-part series, which started earlier this month, is the latest of the format which first aired in 2022 and features producers from across different supermarket categories including dinners and baked goods. This series includes new category additions: party, world, and confectionery.

Asked about the importance of the appearance to the WheyBetter business, Mr Millard said: "First and foremost, Aldi boasts a massive customer base across the 海角视频, making it a prime platform for reaching a wider audience. The exposure gained from being featured in Aldi stores would significantly amplify brand visibility and awareness, providing an invaluable opportunity to showcase the quality and uniqueness of our WheyBetter protein chocolate.