Cadbury scion to pitch his ethical chocolate business to the Dragons’ Den

James Cadbury, the great-great-great grandson of John Cadbury founder of Cadbury Chocolates, is set to pitch his own luxury handmade chocolate business to the Dragons’ Den in an attempt to win fresh investment from the business moguls.

Entrepreneur James Cadbury (33) started his Love Cocoa business in 2016, inspired by his ancestors and responding to growing consumer demand for a premium chocolate with quality, ethical ingredients.

James says he is on a mission to share his ancestors’ ambition to create quality, ethical products. He says Love Cocoa takes great care in sourcing its chocolate from sustainable sources and guaranteeing cocoa farmers a higher than market price with 10% of profits going to the Rainforest Foundation.

Love Cocoa is available online​ and via John Lewis, Selfridges and Harvey Nichols. Dragons Den airs on British TV this Sunday December 23 on BBC 2.