The pitch
What walked into the Den
Lumberjaxe Food Company appeared on Dragons' Den in season 22, episode 7, which aired in 2025, pitched by Brendon and Jaydon Manders.
In the pitch, Lumberjaxe Food Company asked the Dragons for £90,000 for 20% of the business, valuing the business at about £450,000.
After the show
What happened next
On air, Lumberjaxe Food Company agreed a deal of £90,000 for 20%, backed by Emma Grede. The terms are quoted from the aired episode as public record.
Our read
The Hub verdict
Lumberjaxe Food Company arrived in season 22 with a clean proposition on the numbers: 90,000 pounds for 20%, a valuation of 450,000 pounds for the food and drink brand. Emma Grede backed it on exactly those terms, no erosion between the ask and the handshake. A one-fifth stake for six figures is a fairly standard Den split, the sort that leaves the founders, brothers Brendon and Jaydon Manders, still firmly in control while gaining an experienced consumer-brand investor. Grede built her name on consumer brands that move quickly, which is the useful kind of investor for a food and drink label that has to win its shelf space fast or not at all.
