Norfolk Cordial

No Deal

Soft-drinks beverages

Season 11 · Ep 6 OtherAired 15 September 2013

Best known from its Dragons’ Den appearance, Norfolk Cordial is a soft-drinks beverages in Season 11, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 25%
Offered equity: £200K
Sought valuation

John McFarlane and Georgie Rodwell walked into the Den in Season 11, Episode 6 in the episode that aired 15 September 2013. Norfolk Cordial, the soft-drinks beverages, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

On the carpet, the number was £50,000 for a 25% stake, which valued the company at £200K.

The dragons passed, and Norfolk Cordial 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.

Norfolk Cordial was one of 67 businesses to pitch in Season 11, where 15 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 Norfolk Cordial?

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

Did Norfolk Cordial get a deal on Dragons’ Den?

No. Norfolk Cordial pitched the dragons but left Season 11 without a deal.

What season of Dragons’ Den was Norfolk Cordial on?

Norfolk Cordial appeared in Season 11, Episode 6, which aired 15 September 2013.

How much was Norfolk Cordial asking for on Dragons’ Den?

The founders asked for £50,000 for 25% of the company, a £200K 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.