Dragons’ Den Tracker

The Pitch

Alex and Sean Brassill walked into the Den in 2026 with a low-sugar cookies. They were asking for £100,000 in exchange for 5% 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 Alex and Sean Brassill left the Den without backing.

What Happened After the Show

JNCK Bakery did not survive long-term. The company was dissolved in 2025 — just a year after appearing on the show.

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 JNCK Bakery Still in Business?

No. JNCK Bakery is no longer in business. Companies House records show the company is in liquidation.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Health & Holistics, Business Fives Limited, Active Hands. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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