Dragons’ Den TrackerWhat Happened to Fine Diet App After Dragons’ Den?
Fine Diet App appeared on Dragons’ Den in 2019, Series 17 Episode 4. The business was a mobile dieting app. They secured investment from Theo Paphitis on the show. The business is still active today.
The Pitch
Ben Smith walked into the Den in 2019 with a mobile dieting app. They were asking for £70,000 in exchange for 25% 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. Theo Paphitis offered £70,000 for 25%, and Ben Smith 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
Fine Diet App is one of those Den stories that actually lasted. Having appeared on the show back in 2019, the company has now been trading for well over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.
Is Fine Diet App Still in Business?
Yes. Fine Diet App appears to still be trading. Companies House records confirm the business is currently active.
Related Companies
If you’re curious about other businesses from the same episode, you might also want to look at Rehook, Clothes Doctor, Bespoke Classical Music, Barking Bakery. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 10942416
- Registered Name
- THE FINE DIET LIMITED
- Incorporated
- 2017-09-01
- Company Type
- ltd
- SIC Codes
- 96040
- Registered Address
- Canada House, First Floor, 20/20 Business Park, Maidstone, Kent, ME16 0LS, United Kingdom
- Accounts
- total-exemption-full (period ending 2025-09-30)
- Latest Financials
- Total Assets Less Liabilities
- -34934
- Employees
- 2
- Period
- 1 October 2024 to 30 September 2025
- Officers
-
BURROWS, John
— director
7, High Street, Lois Weedon, Towcester, Northamptonshire, NN12 8PL, England
-
SMITH, Benjamin Jay
— director
Canada House, First Floor, 20/20 Business Park, Maidstone, Kent, ME16 0LS, United Kingdom
-
SMITH, Ben
— director (resigned 2017-09-01)
Croeshowell Hall, Croeshowell Hall, Croeshowell Lane, Burton, Rossett, Wrexham, LL12 0LB, United Kingdom
-
BURROWS, John
— director