Dragons’ Den TrackerWhat Happened to SmartSlice After Dragons’ Den?
SmartSlice appeared on Dragons’ Den in 2007, Series 4 Episode 1. The business was a bar mounted lemon slicer. No deal was made — the Dragons decided not to invest. The business is still active today.
The Pitch
Tim Jones walked into the Den in 2007 with a bar mounted lemon slicer. They were asking for £70,000.
Despite their best efforts, the pitch didn’t convince the Dragons to open their wallets.
The Deal
No deal was made. The Dragons weren’t persuaded to invest, and Tim Jones left the Den without backing.
What Happened After the Show
SmartSlice is one of those Den stories that actually lasted. Having appeared on the show back in 2007, 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 SmartSlice Still in Business?
Yes. SmartSlice 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 Reggae Reggae Sauce, Igloo, Get Your Head Round It, Woolie Warmer. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 08948819
- Registered Name
- SMARTSLICE LIMITED
- Incorporated
- 2014-03-19
- Company Type
- ltd
- SIC Codes
- 70229
- Registered Address
- 4 Oak Tree Lane, Haxby, York, YO32 2YH
- Accounts
- total-exemption-full (period ending 2025-03-31)
- Latest Financials
- Total Assets Less Liabilities
- £123973
- Employees
- 2
- Period
- 1 April 2024 to 31 March 2025
- Officers
-
FAIR, Graham
— director
5, Gosport Drive, Hornchurch, RM12 6NU, England
-
SMART, Helen Elizabeth
— director
4, Oak Tree Lane, Haxby, York, YO32 2YH, England
-
FAIR, Graham
— director