Is Super U Still in Business? (2026 Update)
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Look for Super U on AmazonFull story →Super U pitched an organic supplements and foods range in series 18, with founders Charlotte Bailey and Sean Ali after fifty thousand pounds, ultimately agreeing to give up six percent of the business to Tej Lalvani and Peter Jones together.
Older accounts describe the brand still selling a wider range than it pitched with.
A Rare Five-For-Five Response
All five Dragons reportedly made offers here, a strong outcome for a food and supplement brand and rare enough that it gave the founders genuine choice over which investor, and which terms, to accept.
Bailey and Ali met at Nottingham Trent University and built the business together after leaving South Shields, eventually agreeing to give up slightly more equity than they had originally asked for in exchange for splitting the money between two Dragons instead of one.
From One Product To A Full Range
Notes on file describe the brand's own site still live and selling, with a catalogue that has grown well past the single hero product pitched on the day, now spanning greens, coffee, protein and mushroom blends.
Moving from one flagship item into a wider catalogue usually points to healthy repeat business, since a returning customer is far cheaper to sell a second product to.