The pitch
What walked into the Den
Bug Bakes appeared on Dragons' Den in season 17, episode 11, which aired in 2020, pitched by Ross Lamond.
In the pitch, Bug Bakes asked the Dragons for £50,000 for 50% of the business, valuing the business at about £100,000.
After the show
What happened next
Bug Bakes struck a deal in the Den.
Our read
The Hub verdict
Offering half your company is the most striking number a founder can bring into the Den, and Ross Lamond did exactly that for Bug Bakes: £50,000 for 50 percent, a £100,000 valuation on his insect-protein dog food. A fifty-fifty proposal signals either urgency for cash or real openness to a partner steering the wheel.
Touker Suleyman took the deal, so Lamond got the partner his fifty-fifty offer was designed to attract. Insect protein was still an unfamiliar idea to most dog owners in season 17, so an investor who can get the product onto shelves and explain it to buyers was worth more to Lamond than the cheque.
Half the company offered, and Touker Suleyman came in.
