Dragons’ Den Tracker

The Pitch

Lukas Passia and Vincent Efferoth walked into the Den in 2018 with a alcohol flavoured tea. They were asking for £80,000 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. Jenny Campbell, Tej Lalvani and Touker Suleyman offered £80,000 for 30%, and Lukas Passia and Vincent Efferoth 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

Noveltea did not survive long-term. The company was dissolved in 2024, some 6 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 Noveltea Still in Business?

No. Noveltea 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 Brighter Bikes, Mark Mate, Jollof Box. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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