The pitch
What walked into the Den
Yogiyo appeared on Dragons' Den in season 13, episode 6, which aired in 2015, pitched by Ben and Sue Youn.
In the pitch, Yogiyo asked the Dragons for £50,000 for 33.3% of the business, valuing the business at about £150,150.
After the show
What happened next
On air, Yogiyo agreed a deal of £50,000 for 33.3%, backed by Peter Jones. The terms are quoted from the aired episode as public record.
Our read
The Hub verdict
A third of the business is what changed hands here. Ben and Sue Youn asked Peter Jones for £50,000 against 33.3% of Yogiyo, their Korean home-cooking range, and he took the full stake at a valuation of about £150,150. Jones investing solo in a food brand at exactly the pitched terms often means he saw a straightforward retail opportunity rather than a project needing a second opinion. Conceding a third is on the higher side of typical, but for a five-figure raise it is a common trade when the founders want a well-connected partner steering distribution. The valuation stays modest, which keeps the buy-in low and the risk contained on a first-time food brand.
Jones in solo for a full third of the company.
