Is Spoon Still in Business? (2026 Update)
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Look for Spoon on AmazonFull story →Jonny Shimmin and Annie Morris pitched a better-tasting, better-for-you breakfast cereal in series 12.
Their company has grown well past the pitch and is doing genuinely well today.
Challenging the Big Names in Cereal
The pair wanted £50,000 for 30 percent of the business, an ambitious ask in an aisle ruled by a handful of enormous, long-established manufacturers with huge advertising budgets.
Peter Jones and Deborah Meaden agreed to split the investment between them. Two dragons choosing to back the same food pitch tends to mean genuine commercial confidence, not just a nice product story.
Building Their Own Factory
Waitrose, Ocado and Morrisons all now carry Spoon's cereals, a decent spread between premium and mainstream grocery. More recently the founders opened their own production site at Shortwood Business Park in Barnsley, funded partly through a Finance Yorkshire-backed round.
Owning the factory rather than leaning entirely on outside co-packers is a big commitment for a food brand, the kind of move companies only make once they trust their own sales numbers enough to risk the capital.
A Rare Outcome for This Category
Precious few food founders end up owning their own purpose-built factory years after appearing on the show, a step that usually only comes once retailers have proven they will keep reordering rather than a hopeful early bet.
Getting from a series 12 pitch to steady supermarket shelf space and a factory of their own puts Spoon ahead of most food and drink alumni, many of whom stall after just one or two retailer wins.