A GROUP of friends are taking on the advertising industry, one takeaway at a time.

The trio run Advolution – the company on the lips of Northwich diners – where advertising is printed onto the ‘blank space’ of takeaway lids.

With clients including estate agents, roofers and event promoters, the business is quietly growing within Northwich with a view to expanding across the county.

Outdoor pursuits instructor Phil Limberg, 34, founded the company with Josh Walton and Josh Perry, both 27 and working in education, at the turn of the year.

Phil, originally from Munster in Germany, said: “It came about one night when we had a takeaway, and we got talking about advertising in general.

“We thought ‘why is no one else using this blank space?’ It’s something you don’t necessarily have to deal with, but if you want to get to your food you have to take it in.

“We called a few companies found a good supplier. As soon as we spoke to takeaways they were on board – they have to buy the lids separate to the containers, so this is a way of getting them for free. It’s a win-win for all involved.

“We haven’t seen it elsewhere in the UK. It’s something they do in Germany on pizza boxes.

“The Indian and Chinese takeaway business in this country is off the scale – it’s unbelievable. Across the country, there are 220 million takeaway lids.

“We want to grow organically across Cheshire and make sure we get it spot on. That’s the plan.”

As well as capitalising on an upturn in business since April, the company is also pushing an environmentally-friendly ethos.

Phil said: “We have a minimum order of 5,000 lids, and that would keep one takeaway going for 12 to 14 weeks. In reality, we split it for a shorter time.

“We also work with the Green Earth Appeal, so for every 1,000 lids we do we plant a tree and give back what we have used. We want to encourage takeaways that use plastic to become more environmentally friendly.”

advolution.co.uk