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What Happened to Magic Pizza After Dragons’ Den?

Magic Pizza appeared on Dragons’ Den in 2008, Series 6 Episode 6. The business was a device designed to eliminate a 'soggy middle'. They secured investment from Theo Paphitis & Peter Jones on the show. The company was dissolved in 2012.

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 Available?

No. Tru-cook 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 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

Companies House Data

Status
dissolved
Company Number
04616091
Registered Name
TRU-COOK LIMITED
Incorporated
2002-12-12 (ceased 2012-08-07)
Company Type
ltd
SIC Codes
25990
Registered Address
Cotton House, Old Hall Street, Liverpool, Merseyside, L3 9TX, United Kingdom
Accounts
total-exemption-small (period ending 2010-12-31)
Officers
  • SMITH, Raymond — director
    160 Twickenham Drive, Leasowe, Wirral, Merseyside, CH46 1PG
  • HOLDGATE, James Edward Peter — secretary (resigned 2011-12-19)
    Cotton House, Old Hall Street, Liverpool, Merseyside, L3 9TX, United Kingdom
  • MILLEN, Brian Dunlop — secretary (resigned 2009-01-19)
    72 Neston Gardens, Birkenhead, CH41 8AZ
  • SMITH, Raymond — secretary (resigned 2004-12-31)
    12 Moseley Avenue, Liscard, Wirral, CH45 4ND
  • VINCENT, Stephen Mark — secretary (resigned 2010-03-29)
    Speen Hill, Henley Road, Hurley, Maidenhead, Berkshire, SL6 5LH, United Kingdom
  • 1ST CERT FORMATIONS LTD — corporate-nominee-secretary (resigned 2002-12-12)
    International House, 15 Bredbury Business Park, Stockport, Cheshire, SK6 2NS
  • MILLEN, Brian Dunlop — director (resigned 2004-12-31)
    72 Neston Gardens, Birkenhead, CH41 8AZ
  • 1ST CERT FORMATIONS LIMITED — corporate-nominee-director (resigned 2002-12-12)
    International House, 15 Bredbury Business Park, Stockport, Cheshire, SK6 2NS, England
  • REPORTACTION LIMITED — corporate-nominee-director (resigned 2002-12-12)
    International House, 15 Bredbury Business Park, Stockport, Cheshire, SK6 2NS
← Series 6 ← Episode 6