Crips

No Deal

Low fat snack crisps

Season 9 · Ep 7 OtherAired 12 September 2011

Best known from its Dragons’ Den appearance, Crips is a low fat snack crisps in Season 9, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£250K
Asked for: 10%
Offered equity: £2.5M
Sought valuation

Gareth and Brian Smith walked into the Den in Season 9, Episode 7 in the episode that aired 12 September 2011. Crips, the low fat snack crisps, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

On the carpet, the number was £250,000 for a 10% stake, which valued the company at £2.5M.

The dragons passed, and Crips left without a deal. That's not always the end of the story. Some of Dragons’ Den's most successful companies were rejected on air and grew anyway, using the exposure (the "Dragons’ Den effect") to drive sales the dragons missed out on.

Crips was one of 80 businesses to pitch in Season 9, where 16 deals got done. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Crips?

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

Did Crips get a deal on Dragons’ Den?

No. Crips pitched the dragons but left Season 9 without a deal.

What season of Dragons’ Den was Crips on?

Crips appeared in Season 9, Episode 7, which aired 12 September 2011.

How much was Crips asking for on Dragons’ Den?

The founders asked for £250,000 for 10% of the company, a £2.5M 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.