Is Ella Banks Ltd Still in Business? (2026 Update)
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Look for Ella Banks Ltd on AmazonFull story →Amy Wordsworth wanted to give parents a naturally formulated, tear-free bathtime range for children, pitching the idea into series 13, episode 6 as an alternative to what she saw as murkier ingredient lists on the market.
The company that grew out of that pitch, now trading as Good Bubble, is still very much active.
A big stake for Deborah Meaden
Wordsworth wanted £60,000 for 40% of the business, and Deborah Meaden funded the full amount. Meaden has repeatedly gravitated toward consumer brands with a genuinely distinct formula, and a children's bath range free of common irritants and dermatologically tested fit that instinct well.
That backing helped launch what became Good Bubble, a children's bath and hair range built on real fruit extracts, leaving out sulfates, parabens, silicone, PEG, phthalates and any artificial colour from the formulas.
Characters and licensing that only a real brand can afford
Two invented characters, Dexter Dragon Fruit and Clara Cloudberry, gave the range a face parents could recognise instantly on a crowded shelf, and the Manchester-based company went further still, licensing storybook names including The Gruffalo and Friends for its packaging.
Licensing arrangements like that do not come cheap or easy, and landing them years after a single television appearance says something real about the brand's ongoing retail standing and finances.
The evidence of continued trading
A live e-commerce site, distribution through Amazon UK, and a five-star Trustpilot score built on more than a hundred reviews all point the same direction, and the brand has kept adding to its sustainability credentials, moving to bottles that are 50% recycled plastic while holding Cruelty Free International approval.
None of that is the kind of ongoing investment a company bothers with if it is coasting on an old television moment rather than actively serving customers.