Dragons’ Den Tracker

The Pitch

Stephen Conway walked into the Den in 2019 with a reduced sugar vegan and gluten free chocolate. They were asking for £75,000 in exchange for 20% 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. Peter Jones offered £75,000 for 20% (Reduces to 15% if dragon receives £100,000 within 18 months.), and Stephen Conway 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

Pure Heavenly Limited did not survive long-term. The company was dissolved in 2024, some 5 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 Pure Heavenly Limited Still in Business?

No. Pure Heavenly 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 Hedkayse, Manners London, Lamb2Ewe. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Pure Heavenly: full Dragons Dens pitch