{"id":34824,"date":"2025-04-09T13:56:18","date_gmt":"2025-04-09T13:56:18","guid":{"rendered":"https:\/\/www.simplybusiness.co.uk\/?post_type=knowledge&p=34824"},"modified":"2026-01-28T11:42:42","modified_gmt":"2026-01-28T11:42:42","slug":"best-dragons-den-pitches","status":"publish","type":"knowledge","link":"https:\/\/www.simplybusiness.co.uk\/knowledge\/funding\/best-dragons-den-pitches\/","title":{"rendered":"5 Dragons\u2019 Den pitches we\u2019ll never forget"},"content":{"rendered":"\n

Since Dragons\u2019 Den first appeared on our screens in 2005, almost 2,000 entrepreneurs have pitched to the Dragons<\/a>. But less than 500 pitches received an investment \u2013 and even less have gone on to become household names.<\/p>\n\n\n\n

With such small odds of impressing the Dragons, how do people do it? With series 23 about to begin, we look back at some of the show\u2019s biggest investments \u2013 plus some of the most memorable pitches.<\/p>\n\n\n\n

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  1. Fussy deodorant<\/a><\/li>\n\n\n\n
  2. SNOAP<\/a><\/li>\n\n\n\n
  3. Reggae Reggae Sauce<\/a><\/li>\n<\/ol>\n<\/div>\n\n\n\n
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    1. Magic Whiteboard<\/a><\/li>\n\n\n\n
    2. Wonderbly<\/a><\/li>\n<\/ol>\n<\/div>\n<\/div>\n\n\n\n

      1. Fussy deodorant<\/h2>\n\n\n\n

      Backed by:<\/strong> Deborah Meaden and Peter Jones
      Amount: <\/strong>\u00a350,000
      Stake in business: <\/strong>5 per cent<\/p>\n\n\n\n

      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.<\/p>\n\n\n\n

      Co-founder Matt revealed: \u201cWe definitely spoke to investors when we were trying to raise money while still working a job to do Fussy, who were like \u2018you’ve not gone all in, you’ve not quit your jobs, why would I back you if you’re not backing yourself\u2019 type of thing.\u201d<\/p>\n\n\n\n

      Eight months after the Kickstarter \u2013 and after only two weeks of trading \u2013 Fussy pitched to the Dragons. But it wasn\u2019t just investment they were after \u2013 it was marketing too.<\/p>\n\n\n\n

      \u201cFor 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. <\/p>\n\n\n\n

      \u201cWe knew we’d be able to amplify the marketing. For us, it really was about publicity and making an impact.\u201d<\/p>\n\n\n\n

      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 \u00a350,000.<\/p>\n\n\n\n

      2. SNOAP<\/h2>\n\n\n\n

      Backed by: <\/strong>Deborah Meaden and Peter Jones
      Amount: <\/strong>\u00a350,000
      Stake in business: <\/strong>7.5 per cent<\/p>\n\n\n\n

      Just when the Dragons thought they\u2019d 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.<\/p>\n\n\n\n

      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 \u2013 before revealing they\u2019ve invented the solution.<\/p>\n\n\n\n

      After going on to discuss how they\u2019ve secured a patent, Peter Jones interrupts to immediately make them an investment offer.<\/p>\n\n\n\n

      This then creates a bidding war between remaining judges Jones, Steven Bartlett, Meaden, Sara Davies, and Touker Suleyman.<\/p>\n\n\n\n

      The pair ultimately decide to accept a joint investment from Meaden and Jones \u2013 the same dream team behind Fussy.<\/p>\n\n\n\n

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