Pure Pet Food

No Deal

Air dried dog food

Season 12 · Ep 2 OtherAired 27 July 2014

Pure Pet Food is a air dried dog food that got its big break on Dragons’ Den in Season 12, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£40K
Asked for: 30%
Offered equity: £133K
Sought valuation

Founder Daniel Eha and Matthew Cockroft stepped onto the carpet in Season 12, Episode 2 in the episode that aired 27 July 2014. Pure Pet Food, the air dried dog food, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £40,000 for 30% of the company, an implied valuation of £133K.

No deal. Every dragon declined, and Pure Pet Food walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 12 saw 65 pitches, and 20 of them closed a deal on air. 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 Pure Pet Food?

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

Did Pure Pet Food get a deal on Dragons’ Den?

No. Pure Pet Food pitched the dragons but left Season 12 without a deal.

What season of Dragons’ Den was Pure Pet Food on?

Pure Pet Food appeared in Season 12, Episode 2, which aired 27 July 2014.

How much was Pure Pet Food asking for on Dragons’ Den?

The founders asked for £40,000 for 30% of the company, a £133K 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.