The pitch
What walked into the Den
Daniel Eha and Matthew Cockroft brought Pure Pet Food to Dragons' Den in season 12, which aired in 2014.
In the pitch, Pure Pet Food asked the Dragons for £40,000 for 30% of the business, valuing the business at about £133,333.
After the show
What happened next
The Dragons passed, and Pure Pet Food walked away without investment that night.
Our read
The Hub verdict
Pure Pet Food left season 12 without a Dragon's cheque, though not for the reason that phrase usually implies. Daniel Eha and Matthew Cockroft asked £40,000 for 30 percent of their air-dried dog food company, a grounded valuation of about £133,333, and an offer came back at exactly those terms from Deborah Meaden and Kelly Hoppen. The founders turned it down. Walking away from your own asking price is a choice about the partnership rather than the money, and premium pet food is a scale game where the wrong backer can cost more than no backer at all.
