A STROUD business will pitch their business idea live on national TV this evening after launching a life changing idea.

Doddl who make educational children's cutlery will feature on Channel 4's new series ‘Buy It Now’ at 5.30pm from Monday, April 16.

Sellers aim to convince an audience of real shoppers to buy the product, parting with their personal money, indicated by turning on their light.

In the brand new daytime show, hosted by Brian Conley, inventors of new products have just 90 seconds to demonstrate their item in the hope of securing a potentially life-changing order with a national retailer.

Stroud News and Journal:

An example of Doddl educational children's cutlery

If the seller makes a sale to the audience, they get the opportunity to do business with the retailers, but if not they are spun off the revolving stage, making way for the next seller.

Sisters Cat Dodd and Rosie Phelps-Goggin will take to the stage with fellow business partner Laura Thomas. The star of their pitch was Rosie’s daughter, Gabriella, who demonstrated the innovative cutlery, uniquely designed to suit the grip of a tiny hand.

Rosie said: "We had to condense all of Doddl's research and innovative design into a short pitch, which forced us to focus.

Little Gabriella’s demonstration on stage really brought to life the products benefits for busy families.”

The cutlery company Doddl was founded in September 2013 after mealtime struggles with her three young children.

Cat identified that toddlers wanted to eat independently without parents having to feed them and set about designing a solution, the first of its kind.

Following a three-year journey through research, design, manufacturing and crowdfunding, the first sets of Doddl cutlery went on sale in 2016.

Just 18 months on, Doddl is now stocked by major parenting retailers including Boots, Amazon UK, Amazon Europe, Kiddicare and many more outlets.

The three partners are also mums, running the business, based in Stroud, Gloucestershire, alongside their busy families.