5 Dragons’ Den pitches we’ll never forget

Since Dragons’ Den first appeared on our screens in 2005, almost 2,000 entrepreneurs have pitched to the Dragons. But less than 500 pitches received an investment – and even less have gone on to become household names.

With such small odds of impressing the Dragons, how do people do it? With series 22 about to come to a close, we look back at some of the show’s biggest investments – plus some of the most memorable pitches.

1. Fussy deodorant

Backed by: Deborah Meaden and Peter Jones
Amount: £50,000
Stake in business: 5 per cent

Fussy, an eco-friendly deodorant brand, was launched in 2020 and visited the Den in 2022. The business initially sought investment on Kickstarter but found investors were unsure.

Co-founder Matt revealed: “We definitely spoke to investors when we were trying to raise money while still working a job to do Fussy, who were like ‘you’ve not gone all in, you’ve not quit your jobs, why would I back you if you’re not backing yourself’ type of thing.”

Eight months after the Kickstarter – and after only two weeks of trading – Fussy pitched to the Dragons. But it wasn’t just investment they were after – it was marketing too.

“For us, it was that our competitor was already out in the market. We knew if we got on the show and they didn’t, they’re not going to take another refill deodorant on the show. 

“We knew we’d be able to amplify the marketing. For us, it really was about publicity and making an impact.”

While their pitch began with Matt jumping out of a bin to demonstrate plastic waste, their business plan clearly impressed Dragons Meaden and Jones, who invested £50,000.

2. SNOAP

Backed by: Deborah Meaden and Peter Jones
Amount: £50,000
Stake in business: 7.5 per cent

Just when the Dragons thought they’d seen it all, in comes an innovative new product. SNOAP was pitched in the latest season of the show and got the Dragons battling head to head.

SNOAP is a dispenser for solid hand soap. The pitch begins with co-founders Lisa and Anthony telling a relatable tale about the downsides of both solid and liquid soaps – before revealing they’ve invented the solution.

After going on to discuss how they’ve secured a patent, Peter Jones interrupts to immediately make them an investment offer.

This then creates a bidding war between remaining judges Jones, Steven Bartlett, Meaden, Sara Davies, and Touker Suleyman.

The pair ultimately decide to accept a joint investment from Meaden and Jones – the same dream team behind Fussy.

3. Reggae Reggae Sauce

Backed by: Peter Jones and Richard Farleigh
Amount: £50,000
Stake in business: 40 per cent

When you think of Dragons’ Den pitches, it’s hard not to think of Levi Roots, who appeared on the show back in 2007. The official Dragons’ Den YouTube channel even calls Roots’ pitch for Raggae Raggae Sauce ‘the most successful pitch in Dragons’ Den history.’

Levi began his pitch by singing a song about his product, immediately capturing the Dragons’ attention, before going on to share his business’s successes and future plans.

Reflecting on the pitch years later, Dragon Theo Paphitis said: “When you think of charisma and personality, there could only be one name…Levi Roots.”

The Apprentice’s Lord Alan Sugar agreed, claiming: “Levi immediately captured your attention better than any sophisticated business spreadsheet would do.”

Raggae Raggae Sauce has gone on to be one of the most successful ventures to come out of the show, with Roots’ net worth said to be £30 million.

4. Magic Whiteboard

Backed by: Deborah Meaden and Theo Paphitis
Amount: £100,000 
Stake in business: 40 per cent

When Neil and Laura Westwood visited the Den in 2008 to pitch their portable whiteboard product, Peter Jones described their product as ‘almost ridiculous’ – before dramatically rejecting the pitch by writing ‘I’m out’ on the product itself.

Despite the rocky start, the pair went on to receive investment offers from Duncan Bannatyne, James Caan, Meaden, and Paphitis.

The pair eventually chose to go with Meaden and Paphitis but managed to buy back their shares in 2014 to regain full ownership of the company. The company currently has an estimated net worth of £1.5 million.

5. Wonderbly

Backed by: Piers Linney
Amount: £100,000
Stake in business: 4 per cent

Back in 2014, Asi Sharabi and David Cadji-Newby pitched their personalised children’s book to the Dragons. Prior to visiting the Den, Wonderbly had already received a £250,000 investment from a venture capitalist – which gave little room for the Dragons to negotiate on the requested four per cent equity offer.

While presenting the Dragons with books featuring their own children’s names wasn’t enough to prevent all but one Dragon from backing out, Piers Linney remained intrigued.

Despite a tense exchange between Linney and Meaden about what the pitchers could agree to without their venture capitalist investor present, Linney decided to offer the full £100,000 investment for a four per cent stake in the company – the smallest ever stake in a business seen on the show.

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