Approved Food Ltd

No Deal

Website that sells food past its use-by date

Season 12 · Ep 9 Tech & SoftwareAired 8 February 2015

Approved Food Ltd, the website that sells food past its use-by date, landed on the national radar after pitching the dragons in Season 12, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£150K
Asked for: 10%
Offered equity: £1.5M
Sought valuation

Andy Needham and Dan Cluddery faced the dragons in Season 12, Episode 9 in the episode that aired 8 February 2015. Approved Food Ltd, the website that sells food past its use-by date, pitched in the Tech & Software category, one of 76 tech & software businesses to brave the Den across all 21 seasons.

They came in asking £150,000 in exchange for 10% equity, putting a £1.5M valuation on the business.

Approved Food Ltd couldn't land an offer the founders would take, and the pitch ended without a deal. History says that's survivable: several of the show's biggest success stories left the Den empty-handed.

Across Season 12, 20 of 65 pitches ended in a handshake. In the Tech & Software category overall, roughly 38% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Approved Food Ltd?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Approved Food Ltd get a deal on Dragons’ Den?

No. Approved Food Ltd pitched the dragons but left Season 12 without a deal.

What season of Dragons’ Den was Approved Food Ltd on?

Approved Food Ltd appeared in Season 12, Episode 9, which aired 8 February 2015.

How much was Approved Food Ltd asking for on Dragons’ Den?

The founders asked for £150,000 for 10% of the company, a £1.5M valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.