Dragons’ Den Tracker

The Pitch

Peter Hill walked into the Den in 2018 with a pedal-activated bowl designed to freshen cat food.. They were asking for £30,000 in exchange for 33% 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. Deborah Meaden offered £30,000 for 33%, and Peter Hill 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

Pedaldish (renamed Petvictus) is one of those Den stories that actually lasted. Having appeared on the show in 2018, the business has now been trading for over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is Pedaldish (renamed Petvictus) Still Available?

Yes. Petvictus Limited 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 Coconuts Naturally (Coconuts Organic), Landscapes 4 Learning, Join The Pipe UK. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Professor Creates Pet Lunchbox Which Is Loved On Dragon's Den

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Dragons Floored By Entrepreneur's Outrageously Confident Pitch | Dragons' Den