Home featured Lis Armstrong, founder of Treat Dreams Entrepreneur Featured Entrepreneur Entrepreneur Lis Armstrong’s story and her essential COVID-19 pivots Loren Webb April 3, 2020 Lis Armstrong founded her vegan chocolate business Treat Dreams in 2015, after craving dairy-free treats herself and seeing the demand from others in the same situation. Starting simply with a Facebook page, a photo album of the products customers could buy and an email address, Treat Dreams has now grown into a large team, with products stocked in stores and online. It was, like many businesses, started as a side hustle, as Lis’s day job five years ago was actually in marketing within the finance industry – quite a big change. She had to learn all things chocolate, and soon realised why there had been a gap in the market for good quality vegan chocolate… because it was really difficult to do! Describing herself as “stubborn,” she persisted with her tuition on food and learning how to set up her own business, in order to bring her product to market. The marketing background has been extremely helpful for Lis in lots of business decisions along the growth journey, particularly most recently with their COVID-19 Business Continuity Plan, but Lis confesses that in the early days her ego definitely hindered her progress. Lis’s story has fantastic insights for all businesses; she discusses how she found the idea of Treat Dreams (her husband helped!), how she got the Treat Dreams name out there (with help from The