Former Apprentice star David Stevenson’s ice cream and milkshake parlour business is “no longer sustainable”.
There is a proposal to strike off the 33-year-old’s company, Alaskan Ice, which has not filed accounts to Companies House since 2020.
They are listed as “overdue”, as is Alaskan Ice’s confirmation statement – with the last one two years ago. And the business’s website, which encouraged people to open franchises, now says it is suspended.
The five-year-old company, whose sole listed officer is director Mr Stevenson, has 14 branches nationwide selling ice cream sundaes for £5.50 and milkshakes for up to £4.50, as well as muffins and cookies.
Mr Stevenson, of Nottingham, who said billionaire Elon Musk was his inspiration, was on the Apprentice in 2015. He boasted that he and show supremo Lord Sugar would be perfect business partners.
The cocky entrepreneur said: “Me and Lord Sugar will work together because you’ve got age and beauty and those two go hand in hand. Sugar’s got the age and I certainly am beautiful.”
But he was fired in week eight.
In his cringeworthy audition tape, he had compared himself with US Black civil rights leader Dr Martin Luther King. Tweed-wearing Mr Stevenson said: “The man said, ‘I have a dream.’ I’ve got a dream, too. The dream is to change the world within business.
“He wanted to change things for the world for the better. I want to change things in the world for the better. So, here’s to Martin Luther King.”
On the show, he tried to flog fish fingers to a vegan shop owner in Camden, North London. And teammates turned on him in a party planner task for messing up a T-shirt order. He was fired but said afterwards: “I think it’s outrageous. I think I was a cheap scapegoat. Yeah, I lost £175 on the T-shirts, but if you look at my overall contribution, I rectified and made money on the party bags.”
His spokesman said: “Alaskan Ice became an instant hit after its launch and grew rapidly. But due to unforeseen circumstances with the market changing and supply issues during Covid lockdowns, unfortunately it was no longer sustainable.”
Mr Stevenson is working again in the entertainment industry and on other business interests.
Last year, he twice flew to Britain from Spain for first dates – but neither bothered to show up.
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