Most Successful Pitches and Products in Dragons’ Den History

Series 20 of the famous BBC programme Dragons’ Den is now in production. The dragons are again on the hunt for innovations, business ideas and products with business potential. The producers have already started taking applications for the upcoming series. The judges encourage aspiring entrepreneurs to present their business ideas on the show. From an umbrella selling machine to a portable whiteboard, the dragons have seen 100 business ideas. As Dragons’ Den completes 17 years, here is the list of the most Successful Pitches and Products in Dragons’ Den History.

John Burke and Jon Hulme- Craft Gin Club and Bubble Club

Craft Gin Club is Britain’s biggest gin subscription club. It is the best way to discover the world’s finest gins at any place, even at your home! The club offers a subscription service, artisan gin and mixers, mouthwatering snacks and club magazines every month. John Burke and Jon Hulme founded the business in 2015.

In 2016, Burke and Hulme entered Dragons’ Den to present their business idea in front of the Dragons. Impressed by their pitch, Sarah Willingham, Peter Jones, Touker Souleyman and Deborah Meaden made offers. After a fiery negotiation, the duo accepted Sarah’s offer of £75K in exchange for 12.5% stake.

In May 2016, Craft Clubs introduced another subscription service: Bubble Club, which offers sparkling wines. At present, the businesses have 25,000 active clients.

Also Read: Dragon’s Den What Happened Next?

Levi Roots- Reggae Reggae Sauce

Levi Roots is a chef, musician and Dragon Slayer. He believes in putting music in food. In January 2007, Levi Roots pitched the idea of this spicy Barbecue sauce on Dragons’ Den. Without any doubt, he became the most popular contestant on the show. Peter Jones and Richard Farleigh invested £50k in the business, in return for 20% equity.

Soon after appearing on the Dragons’ Den, the BBQ sauce was on sale in the supermarkets. Within 6 weeks, Reggae Reggae sauce became a huge hit with high demand in stores. Now, the sauce is sold by all major retailers.

Roots has successfully made Reggae Reggae a complete brand ranging from snacks to ready meals and pasty to soft drinks. The company’s products are available in several stores, including Asda, Morrisons, Tesco and many more.

At present, Reggae Reggae is a leading company. The net worth of the business is estimated to be £30m. Levi did not stop at BBQ sauces, he also released his music album and joined a BBC cooking show. The entrepreneur also published several cookbooks and attended a Caribbean food festival.

Also Read: From Battling Depression to Building a Million Dollar Empire: Dragons’ Den Investor Simon Woodroffe’s Inspirational Story


Wonderbly, previously named Lost My Name, creates customized and illustrated fiction books for children. The company was founded in 2012 by Pedro Serapicos, Asi Sharabi, David Cadji-Newby and Tal Oron. In 2014, Wonderbly entered Dragons’ Den and received an investment of  £100k from Piers Linney for 4% equity. 

Till now, Wonderbly has sold two million copies of the book. Its products are available on Amazon, Wonderbly, Not On The High Street, and local stores.

Also Read: Dragons’ Den investor Tej Lalvani: ‘Prince of Vitamins’

Neil and Laura Westwood- Magic Whiteboard

Business partners Laura and Neil Westwood manufactured a portable typical classroom whiteboard in 2006. Moreover, in 2008, the duo presented the mobile A1-sized sheet on Dragons’ Den. The whiteboard can be easily rolled up and carried.

Theo Paphitis and Deborah Meaden got impressed by the couple’s pitch and invested £100k in the business for 40% equity. This portable Magic Whiteboard soon became a big hit. It is now sold by Viking Direct, Sainsbury’s, Ryman stores, and online stores. Since the show, Neil and Laura have witnessed a lot of success.

Also Read: Have a Business Idea? What to do next if not Dragons’ Den?

Louise Ferguson and Kate Cotton- Skinny Tan

Louise Ferguson and Kate Cotton, the founders of Skinny Tan are proud mumpreneurs. The women created a range of tanning products for real women of every skin, shape and size. In 2013, they entered the den with their real homegrown tanning brand- Skinny Tan. Impressed by the record-breaking pitch of the hopeful entrepreneurs, Kelly Hoppen and Piers Linney invested £60k for a 10% share in the company. 

Soon after getting an investment, Skinny Tan went from a start-up company to the UK’s fastest-selling self-tanning brand. The company makes all the products with over 90% natural ingredients. It is the first self-tanner that blends skin smoothing components with natural tanning agents.

Also Read: Dragons’ Den Failures

These were some of the most Most Successful Pitches and Products in Dragons’ Den History. These business ideas prove that creativity and vision are the only secrets to making a business successful. These businesses indicate that all the big businesses start small but focus on the core of the industry and dream big. Which one of these business ideas is your favourite? Let us know in the comments section below.