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Dragons’ Den UK Season 23 Episode 12 | Full Episode – September 17, 2026 | BBC Dragons’ Den
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00:16I'm Imogen, and this is Matt, and we're from Cumbria.
00:20Hi, dragons. Do you want some pasta?
00:22They all look like they could do with some pasta.
00:25We craft British spelt pasta using regeneratively grown British grains and crafting it really traditionally.
00:33What's your favourite pasta?
00:34Oh, I hate to say it. It's just spaghetti.
00:37Spaghetti's good.
00:38Yeah, linguine's good.
00:39You guys are missing Tuka's Italian accent over here.
00:41We weren't. We were ignoring it.
00:42Oh, okay.
00:44We know better, Susan.
00:46We literally got married over a bowl of pasta.
00:49It's been part of our relationship story, so it was kind of inevitable that we ended up here.
01:08Hi, dragons.
01:10We're Imogen and Matt, a husband and wife team and co-founders of Northern Pastico.
01:14We're here today to ask for £50,000 in exchange for 5% equity to help scale our business.
01:20A while ago, Matt and I moved to an island in Croatia.
01:24There, our food grew all around us.
01:26We knew where it had come from, and we knew who grew it.
01:30During the pandemic, we had to move back to the UK.
01:32Then we'd go home, and in the evenings, we'd cook dinner.
01:35And like so many of us, that would be pasta.
01:38It would have high food miles.
01:40It would be untraceable, bland, forgettable.
01:43And that disconnect really stuck with us.
01:46So we set about sourcing incredible British spelt grown regeneratively by British farmers.
01:52And then we started making it all at our pasta HQ in Cumbria, where we've adopted several sustainability practices, including
02:00solar power and zero plastic packaging.
02:03We started really small on a market stall at a local farmer's market.
02:07And now you'll find our pasta in a cardo, booths, Whole Foods, and over 200 independent stockists.
02:14We've tripled our monthly revenue since May last year, all with a really lean team, and we're out the major
02:21supermarkets.
02:22But now, those major retailers are knocking at our door.
02:26But guys, we're still so new to this world.
02:29Just two years ago, I was still a builder, and before that, Emi was an interior designer.
02:33We're not only here today to try and raise the funds, but to find the right dragon to help us
02:37make Northern Pasta be the multi-million pound business we know it will be.
02:41Let's taste pasta.
02:45Pasta, grown and produced in the UK using responsible farming methods, is the brainchild of Imogen Royal and Matt Kenyon.
02:53Just any of them?
02:54Yeah, go for it, yeah.
02:55The husband and wife duo are asking for £50,000.
02:59Are they vegan?
03:00Yeah, it is.
03:01Lovely, thank you very much.
03:03In return for a 5% share of their business.
03:07No problem, thank you.
03:10Lovely.
03:12As the dragons tuck in, it's not just what's in their bowl that's whetting Deborah Meaden's appetite.
03:22Hi, guys.
03:23I love the look of this.
03:25You've thought of everything.
03:28Even the packet, the way you've sealed it.
03:30You know, so often people go so far and then they use a, you know, an unpalatable glue or there's
03:37a window that is plastic.
03:40But you've thought about every single aspect of this.
03:43I love it.
03:43And much more important, that tastes delicious.
03:48Oh, thank you.
03:50So, how does it work?
03:52How much does it cost you to produce that finish?
03:55So we make a 50% margin on that at the moment.
03:59And who's making it?
04:03This guy.
04:04We are.
04:04You're making the pasta?
04:06Yeah.
04:06Oh, I love that.
04:35How and where?
04:40I love it.
05:12I'm a good term in person.
05:26I love it.
05:30I love it.
05:37I love it.
05:39It's a good point entirely.
05:40Our plan is to have more and more farms across the UK growing our grain for us.
05:45Great, because I think that's really, really important.
05:47For me, it's like saying what it does on the tin.
05:50It's a bit like mutton dressed as lamb.
05:52You've heard of that saying.
05:53And I feel like immediately, it's a bit disingenuous to suggest that this is northern pasta, but
05:59it's actually from wheat from the south.
06:00Yeah.
06:01I would expect that to be then, if it's northern, let's go northern and make sure it's northern.
06:05Yes.
06:06Yeah.
06:06I understand that.
06:09Matt Emerton.
06:10Yeah.
06:10Could you give me your numbers for the last couple of years?
06:12So, in year one, we had a total revenue of £35,000, a net loss of £1,300.
06:19Yep.
06:19And then in year two, we had a total revenue of £160,000 and a net profit of £6,800.
06:29And then in year three, our total revenue was £226,000 and a loss of £68,000.
06:36Loss of £68,000.
06:37And are we in year four now?
06:39Yeah, we are in year four.
06:40And what are you forecasting for this year?
06:42£680,000.
06:43£680,000.
06:44And what's responsible for the jump up there?
06:47So, we're tracking our average growth quarter on quarter at being 30.5%, so that doesn't
06:53quite take us to the £680,000.
06:55So, that £680,000 also comes from the fact that our Ocado launch was actually only last
07:00month, so we've not maximised on that yet.
07:02And we're growing efficiencies with our D2C as well.
07:05Okay.
07:07Emma, gentlemen, Matt, I'm sitting here with a big smile on my face because so much of your
07:12journey resonates so deeply with how I started at a market stall, making it yourself.
07:17I love people who make their own product.
07:19So, you're on this journey.
07:20It's brilliant so far.
07:22Take me into the future.
07:23How will your range develop over time?
07:26I think, yeah, that's a really great question.
07:30We have, since the beginning, been so strict about staying focused because, I mean, even
07:37when we were stood on the market stalls, it was, when are you going to make your tomato
07:39sauce and when are you going to, and it's like just tunnel vision on it because if you
07:44get distracted, your energy goes elsewhere.
07:46So, we have been really focused.
07:48I think that there is huge potential in terms of, you know, long pasta and different shapes
07:54and obviously other aisles of the supermarket when it comes to this product.
08:00However, this is a, you know, a growing £800 million category.
08:05I think there's enough to be done within it without getting distracted.
08:10I get that.
08:10You know, when I first started my business, I had one body scrub that I actually sold
08:15for £20 and that body scrub that I had in the beginning, I sold for many years.
08:20That was the scrub that bought my mum a house and paid off her mortgage.
08:23So, that one product, I get it, honing your craft and really owning it.
08:27I get that.
08:29I think this is so good.
08:31I think you've come up with something probably better than you probably even know
08:35yourselves, which is also makes it really good as well.
08:39This has sort of, I don't know whether you know a product we've taken, it's sold millions
08:42actually, Bare Naked Foods.
08:44Do you know that product, the noodles?
08:46There's lots of other products, food products.
08:48We do a lot of, this is my niche really.
08:51So, as a dragon, I'm absolutely, it's like the perfect dragon because there's none of
08:56these guys could ever, ever, ever have a conversation without a bit of BS saying that they sell
09:02more in this market than me.
09:04So, this is kind of like a gloating moment, but that doesn't necessarily mean that I'm
09:09going to get it.
09:09And I appreciate that because you really keep looking at Deborah as if I love you, Deborah.
09:14So, I have to mic play Matt.
09:17Come on, we've got to stay together, Matt.
09:19We've got to be, yeah, this is it.
09:21We've got to do this.
09:23So, you asked for £50,000 for 5%.
09:27I'm going to offer you all of the money for just 10% of the business because I think that
09:32that's truly where we're at.
09:35Thank you so much.
09:36Yeah.
09:41Good morning, Deborah.
09:43Well, unsurprisingly, for many reasons, I completely agree that that is actually, that's lovely.
09:50But do you know what I love most of all is you talking about the soil?
09:56We have six inches of soil across our world.
09:59And if we don't protect and value that, we are completely screwed.
10:04Yeah.
10:05So, that's my heart saying that's an amazing thing.
10:08Yeah.
10:08But actually, in a business sense, anybody who isn't recognising that, that's the way the
10:13world's got to go.
10:14So, anybody who isn't recognising that is way behind the pace anyway.
10:17So, it's kind of the whole picture, isn't it?
10:19It's actually, you know, my heart says it, but business sense says it too.
10:25So, I'm going to offer you all of the money, and I'm going to do the same as Peter.
10:30I want 10% of the business.
10:31Okay.
10:32Thank you so much.
10:38I'm going to make it easy.
10:42I think you're great.
10:44The fact that you've had two good offers, in this particular case, better dragons than me.
10:51I've always respected your honesty.
10:54They are.
10:55But Peter and Debra are much more involved in this sector.
11:00So, I wish you all the best, but I'll leave it for the others to help you.
11:04For that reason, I'm out.
11:05Thank you so much.
11:09Imogen and Matt, I think you guys are brilliant.
11:12And I know you're going to be successful with these investments from these dragons here
11:16already.
11:17And I'm actually, like Tuca, going to step out of the way, because I think they will
11:22help you drive your business from a sales perspective more than I can help you with.
11:28And so, for that reason, I'm out.
11:30Thank you so much.
11:32Matt, Imogen, it's absolutely delicious.
11:36Is it gluten-free?
11:38It's not gluten-free.
11:38It's not gluten-free.
11:39Yeah, I didn't assume it would be.
11:41And when I reflect on my own passion for this product category of pasta, it's just not there
11:48because I don't eat it because I'm gluten-free.
11:50So, I'm going to say that I'm out, but I wish you guys the very best, and you're going
11:53to be tremendously successful.
11:54Thank you so much.
11:56Decision time.
11:58Yeah, decision time.
12:03Okay.
12:04We would definitely love for you guys to split it.
12:07I was just wondering if there's any wiggle room on the 10%, and if we could reduce to an
12:138% split between you both.
12:17I think 5% is a...
12:19I would be happy to give you half the money for 5%, and it would be amazing to share it
12:25with Deborah.
12:26I'm saying.
12:28I think we need to check with me first.
12:30Are you happy?
12:31Sorry, Deborah.
12:32Deborah might not be willing to share.
12:33Am I happy to share with Peter?
12:36Peter and I have got a lot of investments, successful investments together, and we work very
12:39well.
12:41But no, I wouldn't drop below the 5%.
12:45Happy?
12:46Yeah.
12:47We're really happy.
12:48Okay.
12:49Excellent.
12:50How am I?
12:51Honestly, that is amazing.
12:53Well done.
12:54Well done.
12:55Honestly, I got chills when you were talking about what you were doing.
12:59It's just brilliant.
13:00It's just brilliant.
13:02Thank you very much.
13:04It's a win for the entrepreneurs.
13:07With a double helping of investment from two dragons.
13:15Oh, my God.
13:18Well done.
13:19That's sure to get their business boiling over with success.
13:23I mean, wow.
13:24That just couldn't have got any better.
13:26The whole thing was just incredible.
13:28I knew from very early on that you two, I could see, I turned to Debra and went, Debra,
13:33you're nodding.
13:35I think I've got a poker face.
13:36Apparently, I don't have.
13:53My name is Richard.
13:54I'm from Kent and I run an inflatable pub company called The Air of the Dog.
14:00Surreal this is.
14:05Which dragon is most likely to put a pub in their garden, Peter?
14:10Probably me.
14:14Here we go.
14:16I think the dragons would be interested in investing in my company.
14:19It's a quirky idea and I feel like the brand is ready to go the next step.
14:33Hi, dragons.
14:34My name is Richard and I'm the owner of and founder of The Air of the Dog Limited.
14:40I'm here today to ask for £50,000 for a 10% equity of my business.
14:46It was during the pandemic that The Air of the Dog was born.
14:50Me and the family like to go for a weekly drink down the local to decompress and chill.
14:57However, with lockdown in place, pubs and hospitality had to close.
15:01It was then I decided to buy a battered old inflatable pub in need of repair for £650.
15:08I repaired it.
15:10My dad built a pallet bar and we moved the fridge inside.
15:14Before you knew it, we had our own backyard boozer and the family tradition could carry on.
15:18This £650 investment has grown into a multi-award winning, family run mobile bar business from Kent.
15:27We have a wide range of mobile bars that include free inflatable pubs of different styles and sizes,
15:36kitted out with a rustic bar and additional extras that include benches, fridges, draft beer and fruit machines.
15:43We also have a range of quirky mobile bars that include London black taxis with beer pumps on the side,
15:50self-service piano bars and many, many more.
15:53We cater for private events of five people to public events of 5,000 people.
15:58We also have our own range of exclusive IPA beer and a spirit range that includes spiced rum, vodka and
16:06gin.
16:07With your investment, we could help other entrepreneurs fulfil their potential by investing in this unique franchise opportunity
16:16as well as the opportunity of rolling out these unique bars into venues across the country.
16:24Before I open the floor for any questions, is there anyone who would like to try?
16:28Yes.
16:31No hesitation.
16:35An inflatable pub hire business with its own drinks range and the potential to be franchised nationally
16:41is the offering from Richard Martin.
16:46What is it?
16:47It's an IPA, it's a citrus IPA.
16:50I'll join you, Peter.
16:55The entrepreneur is seeking £50,000 in exchange for a 10% stake in his company.
17:02Cheers.
17:03Cheers, Deborah.
17:05Richard may have already raised glasses in the den, but can he go on to raise an investment?
17:14Hello, Richard.
17:15Hiya.
17:15So, just so I understand, your revenue streams are rental and then you've also got sales of your drinks.
17:26Yes, of course.
17:27So, the business is like dry hire of inflatable pubs and the bars, but we can also attend events with
17:33staff and stock and sell the drinks as well.
17:35And we've also got a line of beer and spirits that has helped reduce the cost but grow our gross
17:40profits.
17:40Great, okay.
17:42And just so I get an understanding of the size of the business, what's your turnover at the moment?
17:46So, in 2022, revenue was £50,400 and a net of £2,200.
17:55In 2023, the revenue was £63,200 and a net of £28,900.
18:04And in 2024, revenue was £63,200 and a net loss of £883,000.
18:13Okay, so, listening to you to describe the business, I was kind of expecting a higher turnover.
18:20Yeah.
18:21And it sort of stayed the same between 2023 and 2024.
18:25So, obviously, as an investor, what I probably am more interested in is what's the plan?
18:31Because at this level, it's not really an investment.
18:34So, in 2024, I had three months out because I went travelling.
18:39I took some dividends out.
18:40That's why the revenue has stayed the same.
18:44But to grow the business, so it's only, obviously, myself, my wife and my dad and my mum helps with,
18:51like, detail.
18:52So, that is, like, at the maximum that I could possibly do without losing quality and standard.
18:58So, the idea is to franchise out.
19:00All right, let's look at this franchise model then going forward.
19:03So, what are you imagining that's going to look like?
19:07So, I'd like to hope for people to invest up and down the country because we're getting inquiries all over
19:13the UK.
19:14And it's a quick return on investment.
19:17So, talk numbers around the franchise.
19:19So, it will cost £12,500 to start a franchise.
19:23With that, you get one inflatable pub and a rustic bar and the website all ready to go where you
19:29can do online bookings and payments.
19:31And I would say 15%.
19:34And what does that mean to the business financially going forward?
19:38Have you put those numbers into a model going forward?
19:41All right, so, on track this year to make £71,000 in revenue with a net of £29,100.
19:52With just one franchise, we can more than double that.
19:56Right.
19:59Richard, hi. I'm Peter.
20:00Hi, Peter.
20:01Lovely, by the way.
20:02Thank you very much.
20:03Fantastic.
20:03Oh, great.
20:04The numbers you've given over the last two years, it doesn't look like it's making any money.
20:11I'm just wondering if, when you're getting to these events, are you using the pub yourself?
20:16No.
20:16Well, my dad is.
20:17Yeah, he likes to drink.
20:19Just to know, your dad likes to drink on national TV.
20:22I'm just pointing out.
20:23Sorry, Dad.
20:23So, you install these with your dad and then?
20:26Yeah, he drinks this dry, obviously.
20:27No, but, no, seriously, it's dry hires where the money's at and I wanted to get the basis
20:34to 22 and 23.
20:36Just explain dry hire.
20:37What's a dry hire?
20:38So, dry hire, sorry, is that we turn up to your house, we deliver the pub, we set it up
20:42and we go home.
20:44And then I'll collect it the very next day.
20:45Okay.
20:46So, it's like a bouncy castle but a pub?
20:47Yeah, that's it.
20:49But then recently, last year, we started to do events.
20:51I didn't really want to go straight into events.
20:54Okay, so you're doing like a bouncy castle with staff.
20:57Yeah.
20:58At weddings and also we've got the horse box bar which is like a built, it's a horse box,
21:03converted horse box with beer pumps, fridges, hot and cold water.
21:07So, yeah, we turn up to weddings and we sell a drink there.
21:09Okay.
21:10How much were they, did you say?
21:11How much were they each?
21:14The original ones, that's the sign from the original pub, was £650.
21:17£650 each because that was a used one.
21:19I'll buy these brand new now for £1,250.
21:23So, £1,200.
21:24£1,200.
21:25How many do you say you have?
21:26I have three, three different sizes and styles.
21:28And how often are they rented out?
21:30How often are they doing events?
21:32In the summertime, I'm doing at least three a week.
21:36And how much would you make on average for an event that you do?
21:40So, I did a wedding last week and it made £2,700.
21:47And out of that £2,700, how much of that is profit?
21:52So, the net on that was £1,800.
21:56Richard, there's another.
21:57There's something, there's something.
21:59I'm about to become your worst nightmare.
22:01No problem.
22:02You're not making £1,800 a pop, are you?
22:06Because if you were, you wouldn't be losing £800.
22:10So, the £800 loss in 2024, yeah, it's because I withdrew dividends because of travelling and I got married.
22:21Oh, congratulations.
22:22Thank you very much.
22:23I just came out of being your worst nightmare.
22:25I'm about to go back in again.
22:26Okay.
22:27Because whatever, even if you were turning over your £63,000, you made £28,000 profit, which means that you
22:37only did 14 events, 15 events.
22:40And you're telling me you do three a week.
22:43So, I do a lot.
22:44Sorry, I probably didn't explain myself very well.
22:46No, you didn't because I'm really quite good at numbers and that doesn't work.
22:50Dry hires, where I go out and I put the pub up for £345, I do three a week.
22:55Cash bars is a new thing that I've started and, like you say, last year, I think I've done just
23:00over, I've done 12 cash bars last year.
23:04Okay.
23:05But here's your other issue.
23:07Your franchisee cannot make as much money as you're making because you're taking 15% off them and they pay
23:14£12,500 for the franchise.
23:17So, that isn't possible, is it?
23:20And if I'm just interested in an inflatable pub without the service and the product attached to it, then really,
23:29I would just spend £600 doing that as opposed to franchising.
23:33Why wouldn't you just hire more people so you can keep up with the demand that you're talking about that
23:38you can't keep up with?
23:41Personally, I've done that in the past when I first started out and people didn't have the same passion and
23:48they didn't set up the same quality.
23:49So, it's really put me off paying people to do something when they don't really care about the brand or
23:55haven't got any investment in it.
23:57That's why I thought going franchisees for franchisees would be more beneficial because they've got a financial responsibility to make
24:04it work.
24:07I'm going to have to say where I am.
24:10You said about you can't find people that are as passionate as you and you think the answer is a
24:16franchisee.
24:16That isn't the right way to look at it.
24:19You need to go and find those people.
24:20There are plenty of people out there that would probably reddish working with you.
24:26So, you then have to take responsibility for training them.
24:29You have to take the responsibility for putting the passion into them.
24:32You ignite that passion in them through your own enthusiasm and build a business for yourself and your wife.
24:38But the last thing you want is an investor because literally you will be up against it at the moment.
24:45So, for that reason, I'm going to say that I'm out.
24:47But good luck to you.
24:52Richard.
24:53One of the comments that really struck me was when Susie asked why you weren't just employing people to meet
24:58the demand.
24:59And you said you've tried that but then got burnt in the past.
25:03Yeah.
25:05So, that answer was a little bit concerning for me because there wasn't enough responsibility in it.
25:10But also, you're not going to be able to get around hiring people if this business is to scale.
25:16So, I'm going to say that I'm out.
25:17But it's an incredibly fun business.
25:20And I think it's going to be a great business for you but not for an investor.
25:22Thank you very much.
25:24Richard, can I ask, where does most of your revenue come from at the moment?
25:29Dry hires of the...
25:31Dry hires.
25:31I'm glad you said that.
25:35Because, actually, I don't think you should get bells and whistles on anything.
25:40Right.
25:41Just keep it simple and throw all of your efforts when your customer is most likely to book the dry
25:46hire.
25:47That's easy.
25:48You turn up, you deliver, you plug it in, you blow it up, you go away, you come back, you
25:51take it away again.
25:51Yep.
25:52Job done.
25:53You'd have a cracking business doing that, Richard.
25:55Lovely.
25:56So, but it isn't an investment.
25:58And I kind of don't want you to get investment because you don't need it.
26:01That's a simpler business than you think it is.
26:03So, I won't be investing.
26:05I really wish you all the luck.
26:06Thanks for your work.
26:08I'm out.
26:12I'm going to give an alternative view to Deborah's.
26:15I actually think it's a great idea that you do diversify.
26:19And I love the fact that you're creative with your own little piano bar and you've got your own brand
26:24of alcohol.
26:25And that might give you revenue outside of those summer months.
26:28Because if people like your beer, they'll be drinking it throughout the whole year.
26:32So, there's a lot more opportunity for you there.
26:33But I do agree with Deborah that this is not, for me anyway, an investable business.
26:39Because it's not something that I don't think that a franchisee would work.
26:43Because they could just do it themselves.
26:46So, for that reason, I'm out.
26:50Cheers.
26:50Richard.
26:51Hiya.
26:52I'll give you 10 for trying, that's for sure.
26:56Yep.
26:57But to me, when I've heard you, you, your dad, your mum.
27:03And my wife.
27:04Your wife.
27:04It's a family business.
27:06I love that.
27:07Yeah.
27:07That's great.
27:08I love that it's a business.
27:08You don't want anybody in that business.
27:10It's your business.
27:12They're all very nice.
27:15You don't be drinking all night.
27:17I wish you all the best.
27:18No, I appreciate that.
27:20Richard, and I'm out.
27:21Fair enough.
27:22Thank you very much.
27:22Thanks, Richard.
27:23Thanks for having me.
27:24I appreciate all your comments.
27:25You value it.
27:25That's fine.
27:28Richard's hopes of teaming up with the dragon may have been punctured, but the purveyor
27:35of pumped up pubs isn't completely deflated.
27:40Obviously, I didn't get the investment.
27:41You know, I'm not upset about it.
27:43I've learned a lot.
27:44It's been a great experience, and I've took some valuable information from all the dragons.
27:48So, yeah, very happy about them.
27:51Cheers.
27:52All right, see you.
27:53Our new franchisee.
27:57There's three more glasses there.
27:59Yeah, I'll talk to you about my business another day.
28:19I'm Ben Beavers, and I'm from Smart Applant.
28:22So, the idea originally came because my partner was saying that she had this vision of a green
28:28oasis in our living room, but she's killed every houseplant she's ever owned.
28:35Smarty plants.
28:37Smarty plants.
28:38Smarty plants.
28:38Oh, like smart plants.
28:39Yeah.
28:40I think it's the thing that you stick in the soil, isn't it?
28:43Because that's the...
28:45Waterer.
28:46Maybe it's for people like me who absolutely love plants, but kill them all the time.
28:51I'm feeling nervous, but excited, and really looking forward to hearing what the dragons
28:57think of what we're building.
29:09Hi, dragons.
29:10I am Ben, and I'm the founder of Smarty Plants, and we're looking for a £50,000 investment
29:17in return for 3% of our business.
29:21The UK is a nation of houseplant lovers.
29:25Nearly half of us buy them each year.
29:29Unfortunately, every 18 months, half of us kill five.
29:33The problem is, we don't know what we're doing.
29:36At Smarty Plants, we help people understand how to look after their houseplants.
29:43Our smart sensors measure what a plant needs, from light, temperature and humidity, and in
29:50the soil, moisture and nutrients.
29:53We analyse this, and we give tailored recommendations through our app, so our customers know what
30:00to do to get their houseplants to thrive.
30:03We've had a successful pre-launch campaign.
30:06We've sold over £140,000 in pre-orders to nearly 1,500 customers, and we did that in
30:12just 30 days.
30:14We've had outreach from a number of plant retailers, and we're looking for a dragon to
30:19join us on our mission to help turn a nation of serial plant killers into the green-fingered
30:25plant parents they were always meant to be.
30:29A sensor sending live data to a phone app that helps people look after their houseplants
30:36is the proposition from Ben Beavers.
30:40That's yours.
30:41So this is, just to call out, this is pro-stack packaging as well.
30:45He's asking for an investment of £50,000 for a 3% share of his company.
30:56First to find out if this idea can take root is Deborah Meaden.
31:05Ben, thank you.
31:07So, indoor plants only?
31:10So, there is definitely potential that it could be used in the garden, but there's a battery
31:16that we want to ensure that that will be robust enough to handle temperature changes.
31:20OK, all right, so at the moment, indoor plants, but that's a huge market, so that's fine.
31:26And this is a prototype.
31:28The product is a late-stage prototype, so we are entering into manufacturing in the next
31:34few months and aim to be fulfilling our pre-orders in Q4.
31:39And what would that sell for?
31:42So, on average, £30, but in bundles, it will be lower, and as singles, it will be slightly
31:49higher.
31:49Oh, right, £30.
31:51So, one of those, one plant?
31:54Yes, one of those, one plant.
31:55OK.
31:56And just so I can understand the information you can get from them.
31:59So, I buy a plant.
32:01There's a little sticker on the back that says all of this.
32:03It needs this much sunlight, it needs that much water, it needs to be in a humid environment.
32:07So, what's this giving me over and above the information I'm initially given?
32:13So, you'll be given general plant recommendations when you buy your plants.
32:18The problem is different environments can vary those needs somewhat.
32:21So, you can get a general idea, but to have the real understanding of what's actually happening
32:26in the environment, that's what we're able to provide.
32:30OK, thank you.
32:35Ben, what does it cost to produce one of these?
32:39It's just over £8.
32:41OK.
32:42Quite expensive for one of these.
32:47We've got, I think, quite good margins in the product.
32:52There are certainly ways to strip cost out of the sensor, but the decisions that we've made
32:57to put some of the more expensive components in are based on feedback from the customers
33:03about things that matter to them.
33:04OK, here I am. I'm a layman. I buy a plant for £10. I'm going to pay another £30 just
33:12to protect it. Does that make commercial sense?
33:15So, you've hit on a really strong point there. We've found that about £20 is the threshold
33:21that people start to see value in buying the sensors. So, no, if you're buying plants for
33:25£5, £10, economically, it makes sense to replace it. If you feel attached to the plant
33:31because you bought it for your mental health or you quite like it, then that's a slightly
33:35different reason that you're buying the sensor.
33:38So, if I've got 30, 40 plants, it's an expensive occupation.
33:44It would be.
33:46Because I think you will struggle. In the commercial world, if you want to go mass, you will struggle.
33:55I think Tuuk has hit on a really key point very, very quickly, and that's obviously the price
34:00point of the product. Because if you've got 20 plants, you're going to know what plants
34:05they are, and you love your plants and you know how to look after them. So, you're not
34:09going to buy this product. Is the answer that people won't buy this product in the volume
34:15that you want until you come out with the product that comes in at £3 or £4 or £5 per
34:20pot?
34:21Or do you truly believe in this product?
34:24We truly believe in this product. We know that this isn't going to be a product for absolutely
34:29everybody, but this is definitely a product for most people.
34:32Because there are loads of products out there already that do the moisture testing, the
34:36temperature. They've been existing for years.
34:39They do. Part of the challenge with that is you have to understand what moisture levels
34:45are needed. You have to go and monitor it.
34:48If I've got to go on your app, I just use Google. It will tell me how to look after
34:52my
34:52plant.
34:53Yeah.
34:53But this makes it much easier. This is giving you live data, live feedback. I mean, I'm your
34:58typical customer because I've got 20, 30 plants in my house, but I totally get it. I wouldn't
35:02put this in every single plant because I don't care about all of my plants to the same degree.
35:07But there are some plants that I'm very attached to. I can see that you've got some plants.
35:11You've got Hannah, Hedra, Finlay, Ficus. I know my plants. I've got Charlie the cheese
35:16plant that I've had for many, many years. I've got a great fig tree that is very expensive.
35:22He was like £180. And so those are the plants that I want to keep alive. And I would very
35:27happily
35:27spend £30, £20 on a device that is going to keep those guys alive.
35:33Ben, that, unless there's something that I'm missing that's proprietary, which I don't
35:41think there is, I'd be very, very confident that you can get this price down quite substantially.
35:46Peter, I think you could get that all in, $4. A whole lot.
35:54That, because this is my main issue, I think it's basically a price point for me.
35:59I think it's clearly inventive. It's a great product. However, you need somebody that can
36:06understand how to get that product price down. But I don't see this as a big business,
36:11a big opportunity. And for that reason, I'm out.
36:19So this is an interesting one, Ben, for me, because when I think about who would use it,
36:28actually use it, not think they're going to use it, what worries me is that it is going
36:35to become a little bit of a disposable, non-used product that gets bought once.
36:44I've been sitting quietly, because I've been wanting this to be the thing that I think,
36:50oh, yeah, yeah, yeah, that'll save all of those plants. But I just don't think it's going to drive
36:55the change. I just think if you've been neglecting plants forever and a day, now this is going to tell
37:01you why you're neglecting your plants, but I'm not sure it's going to drive change. So you can hear
37:07where I'm going, I'm afraid. I don't want to be creating more bits of plastic that don't actually
37:15change people's behavior. And that's what I worry for this. So I'm afraid I won't be investing. I'm out.
37:25Ben, there's so much to do here. You know, and I do like the products. The big thing is the
37:34cost.
37:35I believe, I believe that I have the technical team on the ground in Hong Kong and China to come
37:44back to you very quickly, to bring the price of the existing product right down. Right. I've also
37:52got amazing contacts in retail. So I know what I have to bring to the party. So you've asked for
38:0050,000 pounds for 3%. I'll offer you all of the money. But I want 15%.
38:10Thank you. I appreciate the offer. You know, in my experience, we'll supercharge this little
38:17gadget. Thank you.
38:24Okay, Ben, I'm going to tell you where I'm at. I'm sitting here thinking about how I could
38:29potentially help you and your business because I really love your products. I'm Chinese.
38:35I speak Mandarin. I was born in China. If you're talking about sourcing from a factory in China,
38:39that is my bag. So you can tell that I'm going to make you an offer. So I'm going to
38:46offer you all
38:46of the money. But for that, I would like 10% of your business. Thank you.
38:57Ben, is there a subscription model here? It's a very good question. And I'm an investor in two
39:02companies that are doing this, I guess, for humans. One of them you put on your wrist. Yes. You'll
39:07probably know that one. And then the other one you kind of stick on your arm. Yes. We love the
39:11idea
39:11of this being a whoop for your weeping fig. So yes, there's definitely potential for a subscription
39:20model. For us to be able to get the business off the ground, hardware sales was the best way to
39:24get
39:24those initial orders in. So it feels like the right thing to start with. We see a subscription model being
39:30a bit of a win-win for us and our customers in future. Where people buy plants, they either tend
39:36to have a few or they accumulate and have 10s and 10s of plants. And buying 10, 20, 30 of
39:42these is
39:43is prohibitive. It's something that people will maybe not be able to get as many as they want.
39:52Okay. I love this kind of business because I'm involved in this kind of business with both Zoe and
39:58also with whoop, as you know. That's the type of business that I've worked on and looked at for
40:02many, many years now. I think you're really, really investable. You remained calm, composed,
40:11and I really liked how you handled the grilling today. So I'm going to make you an offer. And the
40:16offer is going to be slightly interesting. I'm going to make you an offer of the £50,000 that you
40:21asked for, for 10% of the business. But also, I'll offer you another £50,000 for 5% of
40:30the business
40:31once you go to production, if you want it. And I say that, the reason why I've given you that
40:38offer
40:38is I actually like to fund the businesses further than just the initial investment.
40:43But my offer for you today, based on the request you made, is £50,000 for 10% of the
40:48business.
40:54Firstly, thank you for all of your offers.
41:00But I think, given the network, Stephen, that you have, and the connections that we'd be able
41:10to provide and perhaps help us tackle that sourcing challenge, I would love to accept your offer.
41:20Well done, mate.
41:21You're done.
41:22Well done.
41:23I'm really excited to work with you.
41:24That's incredible.
41:25Really excited.
41:26Well done.
41:27Well done.
41:27Good luck.
41:30Success for the green-fingered entrepreneur.
41:33And with Stephen Bartlett's backing, he's created the ideal conditions to help his business
41:42truly flourish.
41:45Wow.
41:47That was a real experience.
41:49To have the opportunity to work with Stephen is incredible.
41:52And I am so excited for the journey that we're going on with him on board.
41:56Wow.
41:58I think you made the right choice.
42:00Well, I do.
42:01I do.
42:01I don't know a lot about sourcing myself.
42:03But I can introduce him.
42:05You can probably be on a daily break.
42:06Ten pounds a day.
42:07Good night.
42:21My name is Bella Atland and I'm here with my business, Soul Kitchen.
42:26We're championing real ingredients and delicious natural flavour to make it easier than ever
42:31to fit one of your five-a-day into your busy day.
42:37Tomato soup.
42:38Oh, is it like dehydrated soup?
42:41Like a powder that you rehydrate?
42:43I just don't know about powdered soup.
42:45You have powdered gravy.
42:47So why would you not have powdered soup?
42:49Well, you do have powdered soup.
42:50It already exists.
42:50It's called cup of soup.
42:52Oh, is it?
42:53Yeah.
42:55It already exists.
42:58There will be samples for the dragons to try and we've worked really hard on the recipes,
43:04so I hope they love them.
43:15Hello, dragons.
43:17My name is Bella.
43:17I'm the founder of Soul Kitchen, an award-winning instant soup brand on a mission to reinvent
43:24what convenience foods can be.
43:27I'm here today seeking £40,000 in exchange for 10% equity in my business.
43:33The idea first came to me during my final year at university.
43:37At the time, I loved cooking and I was interested in nutrition, but like many other students,
43:43I found myself grabbing instant foods out of convenience.
43:47At the same time, the wellness space was booming with matcha, protein powders and superfood blends.
43:55But in my opinion, there was nothing linking this category to real comforting food.
44:00And that is when I had my light bulb moment.
44:03What if I could take the convenience of an instant soup and reimagine it using high-quality dehydrated vegetables
44:11and delicious natural flavour, leaving out any artificial flavours, gums, emulsifiers, added sugar or palm oil
44:20to create something that was truly nourishing but so easy.
44:24And since our launch in March 2024, we've sold over 40,000 units of soup,
44:30the majority coming from our own website and Amazon.
44:33But my long-term vision for Soul Kitchen is to explore further opportunities within retail and food service.
44:40I want to see the soup stocked on airplane menus, in office kitchens and, of course, the supermarkets.
44:48Thank you so much. And you should all have some soups to try in front of you.
44:54A reinvention of cupboard staple cup soup is the offering being served up from Bella Ackland.
45:01I love that.
45:03Peter's soup.
45:05The entrepreneur is seeking an investment of £40,000.
45:10We've got three flavours.
45:12I do recommend the Thai beetroot and coconut, which is at the front.
45:15In exchange for a 10% share in her business.
45:20And then the sweet potato pumpkin, that's our curried flavour.
45:24Ooh, it's got a bit of a kick.
45:26Then there's tomato.
45:28With taste buds tickled, first up with the questions is guest dragon, Susie Ma.
45:37Bella, hi, thank you so much for delighting us with your gorgeous soups.
45:43Really, really delicious.
45:44Tell me more about this industry.
45:48Obviously, there is cuppa soup.
45:50I've had the Heinz rehydrator soup on an airplane.
45:53Tell me how your soup is different to theirs.
45:56So, we use a significantly higher proportion of real vegetable powders.
46:01And that's what's giving us the fibre content.
46:03The flavour really does come from that concentrated vegetable.
46:08So, tell me about the cost of this.
46:11How much would I pay for one of your soups?
46:12So, these are retailing in cases of 12 for £20.
46:16That's £1.66 per portion of soup.
46:20It's a little bit higher than our competitors.
46:21But actually, we do have that crossover with the wellness market.
46:26So, it's an area which people are willing to, I believe, pay for the value.
46:30OK.
46:32And you're the only ones doing this?
46:34Of this quality?
46:35As far as I'm aware, yeah.
46:36We've been re-educating consumers on these vegetable powders.
46:40And by leaving out the cheap ingredients,
46:43which is how our competitors are bringing their prices down.
46:48Hi, Bella.
46:49Hello.
46:50Can I just say, they're delicious.
46:53Absolutely delicious.
46:55So, where are you having it manufactured?
46:57So, they are made in a manufacturing unit based in Shropshire.
47:02And are they coming off fully packaged or are they just making ingredients?
47:06They are. They're sourcing, buying, blending, co-packing and fulfilling all in the same site.
47:12OK.
47:12And what's the price of your nearest competitor?
47:17A multi-pack of four Heinz or Bachelor soup is retailing about £1.60.
47:23A multi-pack of four?
47:25Yes.
47:25So, the same price, your one is the same as their multi-pack of four?
47:28Yes, it is.
47:32That feels pretty expensive.
47:38Bella.
47:39Hi.
47:40Can you tell me the journey that this business has been on?
47:42You've been trading for about a year?
47:44Yeah.
47:45Just over, yes.
47:46And what's the revenue been in that year?
47:48We have done £59,000 in revenue.
47:52Yep.
47:52And a net of minus 17 in the last 12 months.
47:56And what are you forecasting for this year you're now in?
47:59Yeah, so we're on target to reach £120,000 revenue.
48:02Yep.
48:03And a net profit of £15,000.
48:06OK.
48:07And where's the product being bought from for that £120,000 revenue?
48:11So, about 80% of that is our own website, direct-to-consumer.
48:16And where did you come to Dragonstone?
48:19What were you looking for today?
48:21My area I love is sales.
48:23I love getting out there and pitching to smaller independents,
48:27getting feedback.
48:28I'd say the supply chain and the operations
48:30is probably where I need the most support.
48:32And the mentoring and obviously the financial support
48:35would unlock those channels further.
48:37I've got fantastic energy.
48:41Bella, hi.
48:42Hi, hello.
48:44Do you know what I think is really interesting is
48:45you've come in asking for a reasonable amount.
48:48£40,000 for 10% seems quite reasonable.
48:51So my question is, why did you ask for £40,000?
48:55£40,000, I think, is the key to unlock the retail world.
49:01So I want to spend that to go towards my wholesale channel.
49:06And I think that's the perfect way to build brand awareness
49:09to then approach retailers and get us ready for that next level.
49:15OK.
49:16So, at the moment, you've got how many of the products?
49:19Is it four or five?
49:20It's just three SKUs.
49:21Three SKUs at the moment.
49:23Yes, yep.
49:23Where does this go?
49:25Because at the moment it is very small.
49:27Yes, I agree.
49:28So at the moment I think of this as our core range
49:30and I'm already working on a functional range.
49:34So we've kind of been evaluating trends coming through
49:37and actually one of them is a high protein soup.
49:40So we're looking at ways of getting more protein into a convenient diet.
49:45And then another trend that I've been really enjoying is mushrooms.
49:48So we're looking at adaptogenic mushrooms for clarity and focus.
49:52So I've got a lot up my sleeve at the moment.
49:58Bella.
49:59Bella.
49:59Hello.
50:00Hi, Tuka.
50:03When you're selling a £1.66 product, you've got to sell a hell of a lot to create turnover.
50:11Yes.
50:12So this one soup.
50:14Yes.
50:14At £1.66 is one portion.
50:17Yes.
50:18But if your aspiration is to get into supermarkets tomorrow,
50:23then supermarkets are mainly shopped by families.
50:28And they may look at this and say,
50:29well, I'm not going to pay £1.66 and I've got two children.
50:33Yeah.
50:34So do you have a strategy for that or you're just waiting to see how the land lies?
50:38So we've been in a discussion with a few supermarkets.
50:42We've discussed with co-op.
50:43And what feedback did you get from the co-op?
50:45They did want the price to come down.
50:47Okay.
50:48So each run that you do at the moment is how many?
50:52We're actually really lucky in that sense.
50:54We can do 5,000 unit runs.
50:56So what happens if you push it up to 10,000?
50:59Does the price come down?
51:00It comes down significantly.
51:01By how much?
51:02About 26%.
51:04Well, maybe what you should be doing is assume that you're going to do 20,000.
51:10Yeah.
51:10Ask your supplier, if I got you 20,000, what would the price be?
51:14Use that price to go to the co-op.
51:16Yeah.
51:17And say, if you buy 20,000 of these, I could do it for this price.
51:21I know.
51:21I need to take the plunge.
51:24Have you ever considered manufacturing yourself?
51:28Building a factory or doing it right?
51:30No, not necessarily building a whole factory with, you know.
51:33When we look at this product, all it is is blending powders together.
51:38You're buying the dehydrated powders, right, from different manufacturers.
51:41Yes.
51:41And all you would need is a machine that blends the powders together and then fills that into these sachets.
51:47Obviously, it's an initial investment.
51:50But I just wondered if that was a route that you considered, because this would save you a lot of
51:54money long term.
51:55Yeah.
51:56No, I totally agree.
51:57I've looked into Formflow filling machines, which is the equipment we need.
52:03And I think it has just come down to the scale we're at at the moment.
52:09You know, when I look at low cost products, $199, $166, whatever it is, you're going to sell a lot
52:17to even stand still.
52:21Yeah.
52:21And this is hard work, unless you get into a major retailer that really backs you, and then you need
52:31a lot of money.
52:33I think what Suja says about having your own factory, you only do that when your orders surpass your supply.
52:44Okay.
52:44I'm not saying it's wrong.
52:46I think it's a brilliant idea.
52:47But I wouldn't let the production run your business.
52:52Yes.
52:53It's all about let the sales run the business, then worry about the production.
52:57Because without the sales, you've got no production.
52:59Yeah.
52:59You know?
53:01Now, as far as an investment today, I just think the opportunity is very small.
53:07You know?
53:08And you're going to need a lot of mentoring.
53:12So for that reason, I'm not going to invest them out.
53:15Thank you so much, Tuka.
53:22Bella, I want to say congratulations.
53:25Thank you very much.
53:26I think it's really great.
53:28The product, I think, tastes really nice.
53:30I love the way you presented it.
53:36However, this is quite a small opportunity at the moment.
53:41And to make this a really bigger business that's something I would want to get involved with, I think there's
53:46a lot to do.
53:47And I do think you're going to need a lot more money than 40k.
53:52So, I'm not going to invest and say that I'm out.
53:56But I tip my hat to you.
53:58It's a really nice product and I hope you do well.
54:01Thank you so much.
54:08So, I've been sitting here thinking, I really like you.
54:12You're really good.
54:15But I'm not convinced that you're going to break this in a big way into the big supermarkets.
54:23Because I think that you already had resistance on price, you know.
54:27So, I don't think that I see the scale that I think you might be imagining.
54:33So, for that reason, I'm afraid I won't be investing. I'm out.
54:36Thank you, Deborah.
54:42Bella, how are you feeling?
54:44Yeah, really, really interesting feedback.
54:46I've really enjoyed chatting to you all. Thank you.
54:49I mean, that's another testament of your fantastic personality.
54:52Because it is, it's an opportunity to learn and to evolve.
54:54And so, you've taken it very well.
54:56And I think I've been sat here for quite a long time because I'm such a big fan of you
55:01as a person.
55:02And I hope someday I get to invest in you.
55:04But unfortunately, it won't be in this business.
55:06I'm going to say that I'm out, but I wish you the very best.
55:07Thank you, Stephen. Thank you.
55:12I really love your product, Bella.
55:14But a product that sells for £1.66, for me, isn't exciting.
55:19And I was thinking about what you were talking about using mushrooms and adaptogenic ingredients.
55:24And I was thinking, what about collagen?
55:26What if you had a product that makes collagen taste better by blending it into a soup?
55:33You know, that's a product that I would purchase.
55:35And I think that's something that you could charge a lot more money for, couldn't you?
55:38I think, for me, the core range was definitely one to just introduce us as a brand doing soup really
55:43well.
55:44And then I think the functional, I agree, collagen would be fantastic.
55:47Matcha is also really interesting.
55:49I don't think a savoury match has been done before.
55:52I think that's the real opportunity.
55:55You know, you mentioned about what you're good at.
55:58You love sales, and I can see that.
56:00And your challenges are within supply chain and operations.
56:04And I feel like I can really help you with that.
56:07So in contrast to some of the other dragons who I really disagree with,
56:11I've always been manufacturing my own products.
56:13And I've manufactured them before I've had the demand for them.
56:16Because I wanted the story.
56:18I wanted to say to our customers that I love my products so much.
56:22I freshly make it every single day in my mum's kitchen or in my own little factory.
56:26And that is an amazing sales point.
56:28That is our competitive edge.
56:30So I feel like I could really help you to set up your own manufacturing premises.
56:35And a really, really kick-ass product that no one has ever seen before.
56:39So I am going to invest in your business.
56:41I'm going to make you an offer.
56:44You asked for £40,000 for 10% of your business.
56:49I'm going to offer you all of the money.
56:53But I would like 15% of your business.
56:58OK.
56:59I would love to accept that, Susie.
57:03Thank you so much.
57:05You're so good.
57:05I really enjoyed it.
57:06Success for the entrepreneur.
57:08Let's do this.
57:09Let's do it.
57:10Yay!
57:12Who wastes no time securing the backing from a dragon who has all the ingredients to take
57:18Bella's soup business to the top.
57:21I am so happy.
57:22I never thought I'd see myself go in the den and come away with an investor.
57:27So, yeah, I'm really, really pleased.
57:29That was the fastest I've ever seen an entrepreneur accept an offer.
57:32Yeah, I'll take it.
57:33As soon as she went, I'm about to make you an offer, I'll accept.
57:50Next time.
57:52Hey, perfect.
57:53It's like a jack in the box.
57:55What are you thinking, Jenna?
57:56Yeah.
57:56Yeah, I love a revolution.
57:57I love change.
57:58Woof, woof.
57:59I'm slightly worried for you.
58:01Can you embroider a vampire?
58:02Wow.
58:02Can you embroider a snake?
58:03I've actually got degenerative cells.
58:05I just really don't think you need a dragon.
58:08Yeah, there's something fishy about this one.
58:10Wow.
58:11Peter, piper, piper, piper, piper.
58:12Oh, wait.
58:13I can only do it when I'm drunk.
58:15Let's go and get pickled.
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