FIVE BLACK-owned businesses will have free TV advertising worth more than half a million pounds, as part of Channel 4’s award winning Black In Business initiative.

Starting on 15 January and continuing through to Spring, the bespoke adverts made with the businesses by Channel 4 will feature across its platforms.

Each 30-second commercial stars the business founder alongside comedian and Loose Women panelist Judi Love.  

Last September, The Gym Kitchen, Treasure Tress, Dalgety Herbal Teas, The Turmeric Co and LØCI were revealed to have been successful from over 1,000 applicants from across the country to receive support from the Black In Business initiative.

The first advert to be rolled out from today, will feature The Gym Kitchen, founded by Segun Akinwoleola.

The Gym Kitchen aims to make clean eating affordable, accessible and tasty through a range of healthy meals, pizzas and grain pouches.

Akinwoleola said, “I am extremely privileged being a beneficiary of the Black in Business Initiative, black owned brands aren’t commonly seen/ featured on TV.

“As a brand sold in supermarkets TV gives us the opportunity to reach an extremely broad audience with the ability to grow the brand significantly.” 

Black in Business, launched in partnership with Lloyds Bank, forms part of Channel 4’s Black to Front legacy – the public service broadcaster’s ongoing commitment to improve Black representation on-screen and more widely in the TV industry. 

As well as £100,000 worth of airtime and a TV advert made for them, the five business owners also had six months of tailored marketing and business support from Channel 4, Lloyds Bank and social enterprise, DOES.

Clare Peters, Client Strategy & Communications Partner, Channel 4 said: “Channel 4 is proud to provide a platform for Black Businesses in the UK. We hope this initiative also prompts action across the industry to improve opportunities for all under-represented entrepreneurs and business owners.”

AV Manager, Maria St Louis, Channel 4 added: “This is the beginning of a long-term goal of supporting Black entrepreneurs, which is also a commitment from Channel 4 in supporting entrepreneurship within its business.

“I’m also proud of each of the businesses, which are all amazing in their own unique way – I’m truly excited for the journey ahead.” 

Black in Business attracted a wide range of applicants, with one in five (22%) businesses generating more than £100k in turnover and three per cent exceeding more than £1m in turnover.

The initiative offers support to small businesses new to TV advertising and follows research commissioned by Channel 4 Sales – Black Owned Businesses: The UK’s Untapped Business Potential – which revealed Black entrepreneurs face more obstacles setting up and running their businesses than their white counterparts.

In addition, the Black. British. In Business and Proud Report from the Black Business Network (BBN) sponsored by Lloyds Bank, reveals that nearly half (49%) of Black entrepreneurs say they need marketing and PR support, and 20% stated they need help to find new clients.

Elyn Corfield, CEO, Business and Commercial Banking, Lloyds Banking Group said: “Lloyds Bank is proud to be shining a light on remarkable Black-owned businesses.”

Corfield added: “This is more than advertising; it’s about creating impactful narratives and driving meaningful change where it’s needed.”

Treasure Tress, founded by Jamelia Donaldson, is the UK & Europe’s largest monthly product discovery box for curly / kinky hair types.

Treasure Tress said: “From the outset, Treasure Tress has championed representation, especially for those with textured hair often side-lined in an industry where straight hair is deemed the beauty norm.

“Our debut TV ad aims to reach and empower those excluded by mainstream beauty ideals, offering a moment of recognition within an industry that traditionally upholds straight hair as the standard of beauty.” 

Dalgety Herbal Teas, founded by Mark Dalgety, manufactures 100% natural, strong-flavoured herbal teas while promoting positive social and economic impact to small farming communities in the Caribbean, Africa and Asia.

Dalgety Teas says: “This is the biggest opportunity Dalgety Teas has ever had and we are truly thankful to Channel 4 and Lloyds Bank.  A national TV campaign gives us a platform to be introduced to new audiences, who previously will not have heard of Dalgety Teas.

“Currently, the UK supermarkets only stock our Teas in the world food aisle, by having a national TV campaign we would hope we can progress to having our teas stocked in the tea section, where we should be.”

Inspired by the homemade formula that saved Thomas Robson-Kanu’s footballing career after injury, The Turmeric Co promotes effective, functional nutrition to all through clinically backed turmeric shots that aid recovery, immunity, performance and energy. 

The Turmeric Co comments, “By showing our products on screens across the UK, this initiative truly empowers Black-owned businesses to make their mark. This ad will build awareness around our game-changing turmeric blends and help us to highlight the power of natural functional nutrition.”

LØCI is an ethical fashion brand from co-founders Emmanuel Eribo, Philippe Homsy, Mark Quaradeghini and Frank Eribo delivering vegan / sustainable trainers made of recycled bamboo, foam and rubber.

LØCI mentioned, “We are thrilled to be part of the Channel 4 BIB initiative, TV is an important channel to tell our brand story in a visually exciting manner to targeted audience across the UK.”

The winning TV adverts will be broadcasted on Channel 4 on:

The Gym Kitchen: 15 January – 25 February

Treasure Tress: 29 January – 15 March 

Dalgety Herbal Teas: 12 February – 31 March

The Turmeric Co: 19 February – 24 March

LØCI: 1 March – 14 April