Ruleof Crumb

No Deal

Gluten-free food range

Season 13 · Ep 5 OtherAired 9 August 2015

Ruleof Crumb, the gluten-free food range, landed on the national radar after pitching the dragons in Season 13, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£60K
Asked for: 15%
Offered equity: £400K
Sought valuation

Colum McLornan and Claire Hunter faced the dragons in Season 13, Episode 5 in the episode that aired 9 August 2015. Ruleof Crumb, the gluten-free food range, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

They came in asking £60,000 in exchange for 15% equity, putting a £400K valuation on the business.

Ruleof Crumb 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 13, 24 of 69 pitches ended in a handshake. 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 Ruleof Crumb?

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

Did Ruleof Crumb get a deal on Dragons’ Den?

No. Ruleof Crumb pitched the dragons but left Season 13 without a deal.

What season of Dragons’ Den was Ruleof Crumb on?

Ruleof Crumb appeared in Season 13, Episode 5, which aired 9 August 2015.

How much was Ruleof Crumb asking for on Dragons’ Den?

The founders asked for £60,000 for 15% of the company, a £400K valuation.

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