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What Happened to Billy + Margot After Dragons’ Den?

Billy + Margot appeared on Dragons’ Den in 2012, Series 10 Episode 6. The business was a ice cream for dogs. They secured investment from Deborah Meaden on the show. The company was dissolved in 2022.

The Pitch

Marie Sawle walked into the Den in 2012 with a ice cream for dogs. They were asking for £60,000 in exchange for 40% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Deborah Meaden offered £60,000 for 40%, and Marie Sawle accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Billy + Margot did not survive long-term. The company was dissolved in 2022, some 10 years after the pitch.

This is not an unusual outcome. The majority of businesses that appear on Dragons’ Den, deal or no deal, don’t make it in the long run. The show can provide a platform and capital, but it can’t substitute for a sustainable business model.

Is Billy + Margot Still Available?

No. Benyfit Natural Pet Food Limited is no longer in business. Companies House records show the company has been dissolved.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at WoodBlocX, Gigwam, Fight Factor, Topline Dance Frame. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
dissolved
Company Number
07851099
Registered Name
BENYFIT NATURAL PET FOOD LIMITED
Incorporated
2011-11-17 (ceased 2022-12-13)
Company Type
ltd
SIC Codes
10920, 46900, 47910
Registered Address
Unit 11 Sheffield Park Business Estate, East Grinstead Road, North Chailey, TN22 3FB, United Kingdom
Accounts
small (period ending 2020-12-31)
Latest Financials
Total Assets Less Liabilities
£2203436
Employees
4
Period
2020-01-01 to 2020-12-31
Officers
  • GRANT, David Alexander — director
    Unit 11 Sheffield Park Business Estate, East Grinstead Road, North Chailey, TN22 3FB, United Kingdom
  • DRIVER, Stephen John — director (resigned 2016-03-11)
    16, Butler Road, Bagshot, Surrey, GU19 5QF, England
  • JONES, Marie Helene — director (resigned 2016-11-29)
    Broadacre House, Broad Lane, Hambledon, Waterlooville, Hampshire, PO7 4QS, United Kingdom
  • MARSHALL, Paul — director (resigned 2016-09-30)
    9, Northall Road, Eaton Bray, Dunstable, Bedfordshire, LU6 2DQ, England
  • MUGFORD, Roger Arthur, Dr — director (resigned 2016-09-30)
    Ruxbury End, St. Anns Hill Road, Chertsey, Surrey, KT16 9NL, England
  • NOLAN, Paul John Christopher — director (resigned 2016-09-30)
    25, Willow Bank, Woking, Surrey, GU22 9PD, England
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