The pitch
What walked into the Den
Brain Fud Drinks appeared on Dragons' Den in season 17, episode 11, which aired in 2020, pitched by Jess and Philip.
In the pitch, Brain Fud Drinks asked the Dragons for £50,000 for 30% of the business, valuing the business at about £166,667.
After the show
What happened next
Brain Fud Drinks struck a deal in the Den.
Our read
The Hub verdict
Jess and Philip brought a natural energy drink to series seventeen with a tidy ask: £50,000 for 30 percent, valuing Brain Fud Drinks at roughly £166,667. It is a grounded number, the kind that suggests the founders wanted a fair partnership rather than a headline valuation. Peter Jones backed it. Energy drinks are a brutally crowded shelf where the fight is for distribution rather than attention, so an investor with that much retail weight behind him is the part of this deal that matters more than the cheque.
