BUSINESS gurus are to give their opinion about an innovative 3D chocolate company on a television show next week.

Choc Pix, in Barnard Castle, County Durham, is to feature on the BBC show Dragons' Den.

The show gives entrepreneurs the chance to impress the business "dragons" with their product and appeal for investment.

Choc Pix uses Belgian white chocolate of varying thicknesses, which when held to the light reveals a three-dimensional photograph or image.

It is hoped this can be marketed to tourists or for businesses wanting promotional material.

Company director Geoff Dixon said he was unable to reveal what the dragons made of the product, which was marketed to them by his business partner Frank Lia.

However, Mr Dixon said he hoped the programme would at the very least bring some national exposure to his company, which last year won an award at Europe's biggest confectionery fair, in Cologne.

Mr Dixon, a former promotions manager at The Northern Echo, said: "It won't hurt to have it marketed in front of a national audience. At the moment we're in talks with a number of high street retailers who are wanting to use our product next Christmas.

"But it's a long way to next Christmas, and a lot of investors watch the show."

Dragons' Den is shown on BBC2 at 8pm on Tuesday.