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What Happened to Spoon After Dragons’ Den?

Spoon appeared on Dragons’ Den in 2014, Series 12 Episode 2. The business was a breakfast cereal. They secured investment from Deborah Meaden and Peter Jones on the show. The business is still active today.

The Pitch

Johnny Shimmin and Annie Morris walked into the Den in 2014 with a breakfast cereal. They were asking for £50,000 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 and Peter Jones offered £50,000 for 30%, and Johnny Shimmin and Annie Morris 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

Spoon is one of those Den stories that actually lasted. Having appeared on the show in 2014, the business has now been trading for over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is Spoon Still Available?

Yes. Spoon Cereals Uk Ltd 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 Lost my Name, Pure Pet Food, 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
08721747
Registered Name
SPOON CEREALS UK LTD
Incorporated
2013-10-07
Company Type
ltd
SIC Codes
10612
Registered Address
Unit 4 Shortwood Business Park, Shortwood Court, Barnsley, S74 9LH, England
Accounts
micro-entity (period ending 2024-12-31)
Latest Financials
Employees
3
Period
2024-01-01 to 2024-12-31
Officers
  • COOK, Justin Richard — director
    Unit 4, Shortwood Business Park, Shortwood Court, Barnsley, S74 9LH, England
  • HAZLETT, Simon Lee — director
    Unit 4, Shortwood Business Park, Shortwood Court, Barnsley, S74 9LH, England
  • MORRIS, Annabel Katherine — director
    Unit 4, Shortwood Business Park, Shortwood Court, Barnsley, S74 9LH, England
  • SHIMMIN, Jonathan — director
    Unit 4, Shortwood Business Park, Shortwood Court, Barnsley, S74 9LH, England
  • AFP SERVICES LIMITED — corporate-secretary (resigned 2021-08-04)
    Timsons Business Centre Bath Road, Kettering, Northants, NN16 8NQ, England
← Series 12 ← Episode 2