The pitch
What walked into the Den
Cecily Mills brought Coconuts Naturally to Dragons' Den in season 16, which aired in 2018.
In the pitch, Coconuts Naturally asked the Dragons for £75,000 for 30% of the business, valuing the business at about £250,000.
After the show
What happened next
A deal was agreed on air for Coconuts Naturally.
Our read
The Hub verdict
Cecily Mills brought organic dairy-free ice cream to the Den asking £75,000 for 30 percent, which sets Coconuts Naturally at a quarter-million-pound valuation. Dairy-free was a fast-growing shelf by 2018, so the ask reads as timed to a rising category rather than a niche.
Jenny Campbell backed it, bringing the banking background she is known for to a founder trying to scale production of a chilled, perishable product. Nearly a third of the company is a real concession, but in dairy-free the binding constraint is manufacturing capacity long before it is demand.
A timely category, and Jenny Campbell backed it.
