“The States is a massive market. We always knew it would be a long slog but the advent of the blogger has meant we can introduce our brand to the American consumer, get people talking about it and test the water,” he says.

“We know it’s going to take a while for us to become a sought-after brand in the States so we’re just taking tentative steps and using the power of the internet to let it ‘seep’ through.”

So far, it’s working and consumers across the pond are sitting up and taking notice. Hotel Chocolat has already featured in In Style magazine, US Today and the New York Times.

Thirlwell was also asked to put on his pinny and do a live cooking demo on View from the Bay, the San Francisco-version of Richard and Judy. “The things I do for this business!” laughs Thirlwell.

You can watch his attempt to whip up a “yummy treat in five easy steps” on Chris Bishop’s online marketing blog.

Angus Thirlwell was interviewed as part of the My First Million series, in association with Orange.

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