East Sussex duo to compete in Channel 4 series Aldi’s Next Big Thing

Grail Metcalf and Annabelle Akdeniz beat hundreds of hopefuls to appear on Channel 4’s new series, Aldi’s Next Big Thing, with their gluten-free brownies, which were created after Annabelle was diagnosed as gluten intolerant.

The six-part series sees food and drink suppliers compete to stock 970 Aldi stores nationwide in the company’s Specialbuy section.

The pair, from East Sussex, created Belle and Wilde three years ago and the business specialises in crafting gut-healthy, sweet and savoury bakery products.

Every product is made with no preservatives, specially blended with gluten-free and wheat-free flours and naturally fresh and locally sourced ingredients.

“I was studying and I got really ill,” said Annabelle, 27.

“I stopped eating gluten altogether and that made me feel a whole lot better. But I struggled to find gluten-free treats that were decent and not full of preservatives, so I started making my own.

“I wanted to develop something that tasted good. That’s when we decided to set up the business.

“If I walked into Aldi and saw the brownie, I’d be over the moon, because I’ve worked so hard and it’s taken a lot of time and effort to develop such a good brownie. It would be an honour really to see it on shelves.”

Belle and Wilde was picked from hundreds of applicants to compete for what would be its first supermarket listing.

The mother and daughter duo presented their gluten free chocolate brownies on Channel 4's Aldi's Next Big Thing (Image: Channel 4)

Hosted by Anita Rani, of Countryfile and BBC Radio 4 and Chris Bavin, of Britain's Best Home Cook and Eat Well for Less? the series will see suppliers compete from categories such as dinners, baked goods, treats and store cupboard essentials.

Products are presented to Julie Ashfield, managing director of buying at Aldi UK, who deliberates on factors such as price, packaging, shopper demand, and the ability to scale up, before whittling contestants down to just two.

The finalists are then given four weeks to address any feedback, before presenting improved products to Julie who decides which product will appear as a Specialbuy in 970 stores.

Aldi’s Next Big Thing is part of the supermarket’s ongoing commitment to locally source products.

Aldi has invested an extra £1.6 billion with British suppliers since the start of the pandemic, including £125 million spent with meat, poultry and dairy farmers in the UK.

Aldi has also reaffirmed its pledge to prioritise home-grown suppliers as it works towards spending an additional £3.5 billion a year with British businesses by the end of 2025.

Grail and Annabelle will appear on Channel 4’s Aldi’s Next Big Thing on Thursday, October 27, at 8pm.