Dragons’ Den Tracker

The Pitch

Joe Woolf walked into the Den in 2024 with a gummy candy range. They were asking for £60,000 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 offered £60,000 for 20% (15% once investment is repaid), and Joe Woolf 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

Tasty Mates did not survive long-term. The company was dissolved in 2024 — just a year after appearing on the show.

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 Tasty Mates Still in Business?

No. Tasty Mates 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 Randy Cow, Müll Club, Cook My Grub (renamed ”Flavers”). Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Customised Gummy Sweets 'Tasty Mates' Matches Peter Jones' Socks | Dragons' Den

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Entrepreneur Tastes Dog Food to Impress Dragons | Dragons’ Den

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Entrepreneur’s Professional Background Slammed for Being "SO NAIVE" | Dragons’ Den