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What Happened to Pure Pet Food After Dragons’ Den?

Pure Pet Food appeared on Dragons’ Den in 2014, Series 12 Episode 2. The business was a air dried dog food. They secured investment from Deborah Meaden / Kelly Hoppen on the show. The business is still active today.

The Pitch

Daniel Eha and Matthew Cockroft walked into the Den in 2014 with a air dried dog food. They were asking for £40,000 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. Deborah Meaden / Kelly Hoppen offered £40,000 for 30% / 20, and Daniel Eha and Matthew Cockroft 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 Pet Food is one of those Den stories that actually lasted. Having appeared on the show back in 2014, the company has now been trading for well over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is Pure Pet Food Still in Business?

Yes. Pure Pet Food 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 Spoon, Lost my Name, Colour Me Shave, The Weird And Wonderful. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
08199354
Registered Name
PURE PET FOOD LTD
Incorporated
2012-09-03
Company Type
ltd
SIC Codes
10920
Registered Address
Unit 4 Chain Bar Road, Cleckheaton, BD19 3QF, England
Accounts
full (period ending 2025-03-31)
Latest Financials
Net Profit
-556997
Total Assets Less Liabilities
£5038181
Employees
96
Period
2024-04-01 to 2025-03-31
Officers
  • COCKROFT, Mathew Ian — director
    Unit 4, Chain Bar Road, Cleckheaton, BD19 3QF, England
  • CUSCHIERI, Roz — director
    Unit 4, Chain Bar Road, Cleckheaton, BD19 3QF, England
  • DOYLE, Sarah Jayne — director
    Unit 4, Chain Bar Road, Cleckheaton, BD19 3QF, England
  • EHA, Daniel Thomas Valdur — director
    Unit 4, Chain Bar Road, Cleckheaton, BD19 3QF, England
  • HILL, Miles Geoffrey — director
    Unit 4, Chain Bar Road, Cleckheaton, BD19 3QF, England
  • NUSSENBAUM, Antoine Benjamin — director
    27, Beak Street, London, W1F 9RU, United Kingdom
  • MERCIA FUND MANAGEMENT (NOMINEES) LIMITED — corporate-director
    Forward House, 17 High Street, Henley-In-Arden, Warwickshire, B95 5AA, United Kingdom
  • HOLYLAND, Christopher Jon — director (resigned 2023-10-10)
    Unit 4, Chain Bar Road, Cleckheaton, BD19 3QF, England
  • LAWSON-CLARK, Aaron — director (resigned 2022-09-23)
    Unit 4, Chain Bar Road, Cleckheaton, BD19 3QF, England
  • OOSTHUIZEN, Jan — director (resigned 2025-09-17)
    Unit 4, Chain Bar Road, Cleckheaton, BD19 3QF, England
  • PRITCHARD, Peter — director (resigned 2019-07-10)
    Pets At Home, Epsom Avenue, Stanley Green Trading Estate, Handforth, Cheshire, SK9 3RN, United Kingdom
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