Is Foot Deodoriser Still in Business? (2026 Update)
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Look for Foot Deodoriser on AmazonFull story →Casey Jones pitched a spray meant to neutralise the bacteria living inside footwear, wanting £100,000 for half the business, with Deborah Meaden and Richard Farleigh both showing interest.
An Unglamorous But Universal Problem
Smelly shoes are a problem practically every household deals with at some point, particularly anyone active in sport or stuck in the same boots for long shifts, which gave the pitch an easy market to point to without much extra convincing.
Both Meaden and Farleigh signalled willingness to fund the £100,000 ask for the half stake being offered, suggesting real commercial appeal even in a fairly ordinary pitch.
Why It Never Closed
Coverage from around that period says the arrangement broke down over doubts Meaden and Farleigh had about where Jones planned to focus his energy after filming wrapped, a common enough reason for a studio yes to unravel later.
Doubts about where a founder plans to put their energy are a recurring reason on-air deals unwind, since a Dragon is backing the person's time as much as the product.
The Category Today
Shoe-freshening products remain a genuine, active category, now including brands built around washable charcoal inserts among other approaches, though none of the current sellers in that space trace back to this pitch.