Sameer started his career as a Chef and opened his first restaurant at the age of 25. After running that for 5 years, he then relocated to West Africa to start and run a confectionery manufacturing business producing biscuits, candies, gums, and Chocolate.

Sameer grew the business very successfully over 12 years and left in 2016 after it was sold to a multinational. He moved back to London and wanted to effect change. He had his own kids, and wanted to give them better choices, he saw a gap in the chocolate market and sought to disrupt the industry and take on the big brands to show them that it can be done.