The pitch
What walked into the Den
Daniel Eha and Matthew Cockroft brought Pure Pet Food to Dragons' Den in season 12, which aired in 2014.
In the pitch, Pure Pet Food asked the Dragons for £40,000 for 30% of the business, valuing the business at about £133,333.
After the show
What happened next
The Dragons passed, and Pure Pet Food walked away without investment that night.
When we checked in July 2026, Pure Pet Food was still selling, so we mark this pitch as still available and date the check.
Our read
The Hub verdict
Pure Pet Food left season 12 the way plenty of solid businesses do, without a Dragon's cheque. Daniel Eha and Matthew Cockroft asked 40,000 pounds for 30% of their air-dried dog food company, a grounded valuation of about 133,333 pounds, and the panel passed. A modest ask and a reasonable price make the rejection more about fit than fear; premium pet food is a scale game, and Dragons sometimes step back from categories that need heavy marketing spend to break through. None of that is a judgment on the recipe or the customers. What happened to the brand after that televised no is unwritten here, and we would confirm any current availability directly instead of reading it off a single episode.
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.
