Magic Pizza

Deal

Device designed to eliminate a 'soggy middle'

Season 6 · Ep 6 Food & DrinkAired 25 August 2008

Best known from its Dragons’ Den appearance, Magic Pizza is a device designed to eliminate a 'soggy middle' in Season 6, and convinced Peter Jones and Theo Paphitis to invest.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 30%
Offered equity: £167K
Sought valuation: £50K
Deal amount: 30%
Deal equity: £167K
Deal valuation

Raymond Smith walked into the Den in Season 6, Episode 6 in the episode that aired 25 August 2008. Magic Pizza, the device designed to eliminate a 'soggy middle', pitched in the Food & Drink category, one of 55 food & drink businesses to brave the Den across all 21 seasons.

On the carpet, the number was £50,000 for a 30% stake, which valued the company at £167K.

Peter Jones and Theo Paphitis teamed up at £50,000 for 30% equity. The deal valued the company at £167K.

Magic Pizza was one of 66 businesses to pitch in Season 6, where 14 deals got done. In the Food & Drink category overall, roughly 93% of pitches have landed a dragon across the show's history.

Peter Jones£25K Theo Paphitis£25K

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Frequently asked questions

Where can I buy Magic Pizza?

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

Did Magic Pizza get a deal on Dragons’ Den?

Yes. Magic Pizza closed a deal for £50,000 in exchange for 30% equity, with Peter Jones and Theo Paphitis.

Which dragon invested in Magic Pizza?

Peter Jones and Theo Paphitis invested in Magic Pizza (£50,000 total as aired).

What season of Dragons’ Den was Magic Pizza on?

Magic Pizza appeared in Season 6, Episode 6, which aired 25 August 2008.

How much was Magic Pizza asking for on Dragons’ Den?

The founders asked for £50,000 for 30% of the company, a £167K 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.