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About

 

How it started - the Push Chocolate Journey 

Ant, the founder of Push Chocolate holding the original and low sugar chocolate button pouches.

Hi, I'm Ant and I am a chocoholic. I’ve loved chocolate ever since I was a kid and my passion has only grown with me.  

But how do you go from a chocolate enthusiast to running a chocolate empire? For that, you’ll have to time travel back to 2014. I was working in a demanding role and my heart wasn’t in. My mental health took a bit of a dip and I decided I wanted to strike out on my own. Now, I’m not a natural entrepreneur.  I mean, this is the lad who opted out of the class on entrepreneurship at university. 

But what to do? I was at a vending machine getting my usual 3pm fix of cheap chocolate required to make it through the afternoon when the idea came to me: make better tasting, healthy chocolate. 

I was just getting to grips with nutrition, after accidentally underfueling myself training for a half marathon. Back in the gym lifting weights and eating more protein, I was amazed at how much better I felt. But getting enough protein in during the busy day was proving hard. I tried lots of different protein bars and found them underwhelming. They tasted artificial, had an obscene list of ingredients and gave my jaw more of a workout than the squat rack gave my glutes in the gym! 

I thought there must be another way.

One day I was making some chocolate from scratch while drinking a vegan protein shake and noticed the shake had quite a neutral flavour.

I realised I could get my chocolate fix and my protein fix at the same time so I mixed some of the vegan protein into the chocolate and voila! The first prototype was born! 

(And when I say first prototype, I really mean it. It was awful. I used just rice protein for the protein and the chocolate was chalkier than the White Cliffs of Dover. But it was a start.)

So, at Push HQ (where I have to pull open the door to get in) I popped my chef’s hat on and set about making the best, healthiest chocolate I could. I stuck to natural ingredients and changed the quantities to get the right taste and nutritional profile. Then I found a factory to manufacture the chocolate in an allergen-free site. 

Ant, at a trade show, posing in from of the Push Chocolate banner.

​I debuted Push Chocolate with my lovely assistants at Food Matters Live 2017 and provided samples to people (free chocolate is an easy sell) to get feedback. After that, I continued tweaking the recipe and getting feedback for a while. 

I was working full time the whole time, then finally in 2018, the online store opened. I also traded at Stylist Live, Balance and at Borough Market and the feedback was brilliant. A bad bout of glandular fever saw me take a sabbatical from full-time work and move back home to Cornwall from London.  

The last year I’ve been focused on growth. I raised money from my local growth hub and the University of Exeter(where I did my Post Grad Masters) to create a new low sugar version of the chocolate and revamp the packaging. 

And that brings you up to date! If you do order, I hope you enjoy the chocolate. If you have any questions, suggestions, comments etc. please email me ant@pushchocolate.com, there’s nothing I like more than hearing from fellow chocoholics.  

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