Maximuscle founder switches to chocolate

Eisenberg wowed by ‘Choc Chick Kits’ at Jewish Dragons’ Den

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Health and fitness entrepreneur Zef Eisenberg has turned his attention to healthy chocolate – after taking a starring role in the Jewish version of  Dragons' Den.

Eisenberg, founder of Maximuscle and a 2006 Young Gun, was a panellist in the Jewish Chronicle's Den-style event – a day of pitches from start-up businesses held at the London Jewish Cultural Centre.

Along with his fellow judges, who included Pet Plan founder Patsy Bloom and Prestbury Group chairman Nick Leslau, Eisenberg was wowed by 44-year old Galia Orme, who pitched a range of ‘healthy' chocolate-making kits.

Each ‘Choc Chick Kit' contains organic raw cacao, and provides a series of recipes designed to produce chocolate free of gluten, additives, refined sugars and hydrogenated fats. Orme is already selling 100 kits a week through her website.

Having cast his vote in favour of the chocolatier, Eisenberg has pledged to provide advice and support to help her business reach its full potential.Commenting on the entrant, Eisenberg said: “What particularly impressed me about Galia was her slick presentation, her innovation and passion for her brand.

“I have taken a kit home to make with the kids, and will be providing Galia with my feedback and help. She's a fine example of British ingenuity and business acumen.”

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