Dragons’ Den Tracker

The Pitch

Susan Bell and Jonathan Jones walked into the Den in 2009 with a aid for toothpaste tubes. They were asking for £75,000 in exchange for 10% of the business.

Despite their best efforts, the pitch didn’t convince the Dragons to open their wallets.

The Deal

No deal was made. The Dragons weren’t persuaded to invest, and Susan Bell and Jonathan Jones left the Den without backing.

What Happened After the Show

Butterfly Technologies (Squeeze with Ease) did not survive long-term. The company was dissolved in 2019, 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 Butterfly Technologies (Squeeze with Ease) Still in Business?

No. Butterfly Technologies (Squeeze with Ease) 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 Earle's, Motor Mouse, Quick Play Sport, Extreme Fliers Toys. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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“Millions of People Know About Your Product and No One Placed an Order!” | Dragons' Den