Magic Pizza

Magic Pizza appeared on Dragons' Den in season 6, episode 6, which aired in 2008, pitched by Raymond Smith.

In the pitch, Magic Pizza asked the Dragons for £50,000 for 30% of the business, valuing the business at about £166,667.

On air, Magic Pizza agreed a deal of £50,000 for 30%, backed by Peter Jones and Theo Paphitis. The terms are quoted from the aired episode as public record.

As for today, we have not yet confirmed a way to buy from Magic Pizza. When we verify a live listing we will update this page and date the check; until then availability stays unverified.

There is something very Dragons' Den about a frozen pizza engineered to beat a soggy base, and Raymond Smith turned that hook into a deal. He asked 50,000 pounds for 30% of Magic Pizza, a valuation of about 166,667 pounds, and closed it on the same terms with two heavyweight backers, Peter Jones and Theo Paphitis, sharing the stake. Getting two Dragons rather than one usually means a livelier bidding moment and, often, more doors to knock on afterwards. Thirty percent between them still leaves Smith the majority owner. The frozen aisle is fiercely competitive, though, so whether the product held its freezer space after 2008 is the real question, and one we treat as unverified until we can check it properly.