Dragons’ Den Tracker

The Pitch

John Tague walked into the Den in 2015 with a potato crisps business. They were asking for £125,000 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. Peter Jones and Deborah Meaden offered £125,000 for 30% (20% after investment is repaid), and John Tague 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

Tags Snack Foods Ltd did not survive long-term. The company was dissolved in 2020, some 5 years after the pitch.

This is not an unusual outcome. The majority of businesses that appear on Dragons’ Den, deal or no deal, don’t make it in the long run. The show can provide a platform and capital, but it can’t substitute for a sustainable business model.

Is Tags Snack Foods Ltd Still in Business?

No. Tags Snack Foods Ltd is no longer in business. Companies House records show the company has been dissolved.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Timberkits Ltd, Mara Seaweed, Loodini, Shine Like A Celeb. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Crisp pitch gets Dragons VERY excited in the Den - BBC

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Sarah Willingham Imposes On Jones-Meaden Alliance | Dragons’ Den

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“The Most Ridiculous Business Idea I’ve Ever Heard” | Dragons’ Den