Is Pedaldish Still in Business? (2026 Update)
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Look for Pedaldish on AmazonFull story →Pedaldish pitched a pedal-activated cat food bowl in series 16, with founder Peter Hill after thirty thousand pounds for a third of the business, a deal Deborah Meaden agreed to.
Company records describe the business still active under a different trading name.
A Small Fix For An Annoying Problem
Cat owners know the specific annoyance: wet food left in the bowl dries out and turns unappetising between feeds, and a foot-pedal mechanism built to fix exactly that is the kind of simple, demonstrable invention that plays well on camera.
Thirty thousand pounds for a third of the company is a fairly modest structure for the Den, reflecting a low-cost, low-complexity product rather than one that needed heavy manufacturing investment to reach the market.
Still Filing, Under A New Name
Notes on file describe the operating company, now trading as Petvictus Limited, remaining active on Companies House with accounts reportedly filed as recently as July 2024, and describe founder Peter Hill continuing to sell the product while also branching into speaking and coaching work tied to his television appearance.
A founder branching into speaking and coaching off the back of a Den appearance is common enough, and it usually sits alongside the original product rather than replacing it.