Dragons’ Den Tracker

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 company has now been trading for around 4 years since the pitch.

Is Russell and Atwell Fresh Chocolatiers Still in Business?

Yes. Russell and Atwell Fresh Chocolatiers 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

Videos

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The Business With A 100 Year Family History Of Making Chocolate | SEASON 19 | Dragons' Den

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Top 3 Chocolate Pitches In The Den | Dragons' Den