Spoon

Deal

Breakfast cereal

Season 12 · Ep 2 Food & DrinkAired 27 July 2014

Spoon is a breakfast cereal that got its big break on Dragons’ Den in Season 12, and convinced Peter Jones and Deborah Meaden 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

Founder Johnny Shimmin and Annie Morris stepped onto the carpet in Season 12, Episode 2 in the episode that aired 27 July 2014. Spoon, the breakfast cereal, pitched in the Food & Drink category, one of 55 food & drink businesses to brave the Den across all 21 seasons.

The ask was £50,000 for 30% of the company, an implied valuation of £167K.

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

Season 12 saw 65 pitches, and 20 of them closed a deal on air. In the Food & Drink category overall, roughly 93% of pitches have landed a dragon across the show's history.

Peter Jones£25K Deborah Meaden£25K

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Frequently asked questions

Where can I buy Spoon?

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

Did Spoon get a deal on Dragons’ Den?

Yes. Spoon closed a deal for £50,000 in exchange for 30% equity, with Peter Jones and Deborah Meaden.

Which dragon invested in Spoon?

Peter Jones and Deborah Meaden invested in Spoon (£50,000 total as aired).

What season of Dragons’ Den was Spoon on?

Spoon appeared in Season 12, Episode 2, which aired 27 July 2014.

How much was Spoon 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.