The pitch
What walked into the Den
Marie Sawle brought Billy+Margot to Dragons' Den in season 10, which aired in 2012.
In the pitch, Billy+Margot asked the Dragons for £60,000 for 40% of the business, valuing the business at about £150,000.
After the show
What happened next
On air, Billy+Margot agreed a deal of £60,000 for 40%, backed by Deborah Meaden. The terms are quoted from the aired episode as public record.
When we last looked in July 2026, you could still buy from Billy+Margot, so we have recorded the listing we confirmed.
Our read
The Hub verdict
Ice cream for dogs sounds like a novelty until you see the numbers behave like a serious pitch. Marie Sawle asked £60,000 for 40 percent of Billy+Margot, a £150,000 valuation, and Deborah Meaden matched it precisely, taking two-fifths of the business for the sum requested. Meaden has a long record of backing pet and food brands, so the pairing reads as considered rather than impulsive. The equity did not budge and neither did the cash, making this another unamended close from the 2012 run. What became of the dog dessert range after the episode is the aftermath we track, and we have not yet re-confirmed it.
A novelty on paper, a straight full-ask deal on the numbers.
Worth knowing: The deal above is public record from the episode. We never treat an on-air handshake as proof a product is still for sale today.
