We Are Jude

No Deal

Bladder supplements

Season 21 · Ep 12 Health & WellnessAired 21 March 2024

We Are Jude is a bladder supplements that got its big break on Dragons’ Den in Season 21, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£100K
Asked for: 3%
Offered equity: £3.3M
Sought valuation

Founder Peony Li stepped onto the carpet in Season 21, Episode 12 in the episode that aired 21 March 2024. We Are Jude, the bladder supplements, pitched in the Health & Wellness category, one of 26 health & wellness businesses to brave the Den across all 21 seasons.

The ask was £100,000 for 3% of the company, an implied valuation of £3.3M.

No deal. Every dragon declined, and We Are Jude 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 21 saw 57 pitches, and 32 of them closed a deal on air. In the Health & Wellness category overall, roughly 58% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy We Are Jude?

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

Did We Are Jude get a deal on Dragons’ Den?

No. We Are Jude pitched the dragons but left Season 21 without a deal.

What season of Dragons’ Den was We Are Jude on?

We Are Jude appeared in Season 21, Episode 12, which aired 21 March 2024.

How much was We Are Jude asking for on Dragons’ Den?

The founders asked for £100,000 for 3% of the company, a £3.3M 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.