Dragons' Den Experience

We thought you might like to know a little about our experience on Dragons' Den.

Background

I hadn't considered appearing on the programme. I hadn't watched it — nor much else — for a decade. So it was a surprise when the BBC got in touch in January 2025. Personally, I didn't want to be on the telly. But getting in front of 3 million sets of eyeballs? Yes please.

I did worry about how we — ultimately two micro-brands — could pitch effectively in the Den, where most of the time a single brand is being presented.

The Process

After the application forms came an online recorded pitch at my premises, then due diligence. Over 10 exhausting days I prepared 850 files across 216 folders. A horrible process, but on reflection, quite cathartic. I looked at numbers and facts I'd never have examined otherwise. It made me think hard about the business.

Then we waited months. I thought the call would never come. It did, in late May. 'Be at the Manchester studios on 10th June at 10.30am.'

From that point I was consumed by the pitch. I practised in front of colleagues who must have heard it three or four hundred times — I'm enormously grateful for their patience. I practised in my hotel room, on the pavement outside, and on the way to the studios.

Filming Day

I was nervous. I arrived at 10.30 for a filming slot at 6pm — last of the day. From the moment you arrive, you're essentially a mannequin in the very capable hands of the BBC. The surprise rehearsal pitch to the production crew was probably the scariest moment of the whole day and completely wrong-footed me. I did such a bad job I thought they'd throw me out.

After changing and make-up, they filmed the interview, grabbed a few shots of me waiting by the lift, and asked me to rehearse walking onto the set.

Then it was back to the dressing room for several hours, where I grabbed any passing BBC staff to run through my pitch. Dozens of times. Poor souls.

5pm. The door burst open. 'We're running early — you're on in 15 minutes!' (Crumbs!)

As we were pitching drink products, my carefully laid prep plans went straight out the window. Thankfully three BBC staffers helped — dairy-free for some, alcohol-free for others, whose drink was whose, no cross-contamination — a bugger's muddle at the best of times, and I had five minutes.

They moved me quickly to the set — wood and papier-mâché, I might add.

Waiting in the corridor where the water jug is, I could hear the Dragons, on the other side of the wall, discussing my products. But I couldn't quite catch what they were saying. That's when the nerves really kicked in.

'Two minutes!' Then: 'Move to the lift!'

'One minute!'

Lift doors open. Step inside. Dragons still talking. I still can't make out a word. What are they saying? What do they think?

'Thirty seconds.'

Then: 'Silence please!'

The talking stops. Silence. Lift doors open. And so I walk in...

The Pitch

The moment the two-minute pitch was done, it was like the weight of the world fell off my shoulders. I hadn't forgotten a thing. Phew.

I was in the Den for somewhere between one and a half to two hours. A wide-ranging discussion about the business, steered in various directions by the Dragons. No particularly difficult moments — I knew my numbers and knew the business. The conversation centred on who we really were, our strengths and our weaknesses.

The Dragons made some very positive comments and some valid criticisms, as you'll see in the programme. They were courteous, welcoming, interested, incisive and genuinely helpful. I couldn't have asked for more.

I entered the Den with zero expectation of an offer. So I was genuinely flabbergasted when Deborah Meaden and Peter Jones made a joint one. We couldn't agree terms, and that was that.

Mrs Meaden was right that I was asking for too much cash. Whether selling 40% was too steep — maybe I was wrong, maybe I was right. But I have no doubt that working with them both would have been great fun. As they say in the Army: make a decision, right or wrong.

I left in very high spirits. The Dragons had enjoyed our products, the discussion had been civil and genuinely useful, two offers were made, and we were going to be on TV.

Broadcast

The BBC called on 16 December to say we'd be in the Spring run, though no firm date until much later. At that point all our stock was committed to the Christmas rush and I was exhausted.

Planning started immediately. Worst case was an air date of 29 January — a near-impossible deadline, but we'd have made it. A firm date didn't arrive until mid-February.

As the broadcast grew closer, so did my nerves. I was genuinely worried I'd come across as a feckless Hooray Henry — which I'm certainly not — and that it would colour how people saw the business.

We organised a get-together at our premises on the day. One of my friends dragged me back in as I crept outside — I couldn't bear to watch myself. The edit turned out to be a very fair reflection of the session, and included some genuinely memorable moments. I couldn't have been happier.

Sales increased by 947% across our platforms. I was wholly unprepared for the volume around our pudding tea pack, which featured far more prominently in the programme than I'd expected. We sold out in a flash.

Conclusion

May I thank our customers, my colleagues, the BBC and the Dragons for making this happen.

As of the time of writing  (6 days after broadcast), we are really pleased with the huge sales boost and everything we have learnt from customer spending decisions. Naturally, the dust is settling now but I will be intrigued how long sales are impacted and whether any other conversations materialise in terms of distribution and sales. 

We in the business are very grateful for the experience and exposure, it’s a great privilege. 

Thanks for reading – we hope you find this interesting!

Best wishes

Gordon 

P.S. The Lift

Many people ask me whether the lift is real, or not. I would say that it all depends on one’s perception of reality!