Dragons’ Den TrackerWhat Happened to Russell and Atwell Fresh Chocolatiers After Dragons’ Den?
Russell and Atwell Fresh Chocolatiers appeared on Dragons’ Den in 2022, Series 19 Episode 10. The business was a sustainable chocolate selection with cocoa, organic honey, dorset sea salt, and organic cream. They secured investment from Peter Jones and Steven Bartlett on the show. The business is still active today.
The Pitch
Giles Atwell and Steve Russell walked into the Den in 2022 with a sustainable chocolate selection with cocoa, organic honey, dorset sea salt, and organic cream. They were asking for £90,000 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 and Steven Bartlett offered £90,000 for 20%, and Giles Atwell and Steve Russell 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
Russell and Atwell Fresh Chocolatiers is one of those Den stories that actually lasted. The business has now been trading for around 7 years since the pitch.
Is Russell and Atwell Fresh Chocolatiers Still Available?
Yes. Upside Down Chocolate 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 The Detective Society, Books That Matter, Okoform. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 12242983
- Registered Name
- UPSIDE DOWN CHOCOLATE LIMITED
- Incorporated
- 2019-10-03
- Company Type
- ltd
- SIC Codes
- 10821
- Registered Address
- Unit 18 Clonmel Road Business Park, Clonmel Road, Birmingham, B30 2BU, England
- Accounts
- micro-entity (period ending 2025-12-31)
- Latest Financials
- Total Assets Less Liabilities
- £31061
- Employees
- 2
- Period
- 1-1-2025 to 31-12-2025
- Officers
-
ATWELL, Giles Leslie
— director
Unit 18, Clonmel Road Business Park, Clonmel Road, Birmingham, B30 2BU, England
-
BUNKER, Nicholas Robert
— director
Unit 18, Clonmel Road Business Park, Clonmel Road, Birmingham, B30 2BU, England
-
RUSSELL, Steven
— director
Unit 18, Clonmel Road Business Park, Clonmel Road, Birmingham, B30 2BU, England
-
ATWELL, Giles Leslie
— director