Dragons’ Den Tracker

The Pitch

Raymond Smith walked into the Den in 2008 with a device designed to eliminate a 'soggy middle'. They were asking for £50,000 in exchange for 30% 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 & Peter Jones offered £50,000 for 30%, and Raymond 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

Magic Pizza did not survive long-term. The company was dissolved in 2012, some 4 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 Magic Pizza Still in Business?

No. Magic Pizza is no longer in business. Based on available records, the company is dissolved (2012).

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Guy Portelli Sculpture Studio, Ladderbox UK, E-Z-C (Easy See), Inchworm Shoes. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Dragons In Hysterics Over Product Name | Dragons' Den

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PiZZa Ball on Dragons Den

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Dragons' Den S22E2 | Pizza Twins, Dessert Cocktails & AI Editing Pitches