Product Update

Is Billy+Margot Still in Business? (2026 Update)

Is Billy+Margot from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Billy+Margot today.

Dragons' Den IndexUpdated 15 February 20266 min read

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Billy+Margot pitched dog ice cream to the Dragons back in 2012 and left with Deborah Meaden as an investor. Well over a decade on, the brand is not just still trading, it has grown into a much wider pet food company. If you are checking whether you can still buy it, the answer is yes.

The Short Answer

Billy+Margot is still in business. What started as a dog ice cream brand has expanded into dry, wet and chilled dog food alongside a range of treats, and the products are sold across hundreds of retail stores in the UK, US and Australia. It relaunched in the UK in 2019 with a new product range stocked in Pets at Home, which is a meaningful retail win for a pet brand.

This is a company that has clearly outgrown its original pitch. Ice cream got the brand onto national television, but it is not what has kept the lights on since.

The Dragons' Den Pitch

Billy+Margot pitched in Series 10, Episode 6, in the Pet Products category. Founder Marie Jones, a certified canine nutritionist, asked for £60,000 in exchange for 40 percent of the business, pitching a genuinely unusual product: ice cream made specifically for dogs.

Novelty pet products are a tough sell to Dragons who have seen plenty of gimmicks come and go, but a nutritionist's credentials behind the idea gave it more substance than a simple frozen treat pitch might otherwise have carried.

The Deal That Got Done

Deborah Meaden invested the full £60,000 asked for, taking the 40 percent stake on the table. Meaden has long been one of the Den's strongest backers of consumer and retail brands with a genuine point of difference, and a nutritionally credible pet treat fit that pattern.

The partnership clearly worked. Billy+Margot did not stay a single-product novelty brand; it used the platform from the show to build out into a full range of dog food and treats sold through major UK retail chains.

From Ice Cream to Full Pet Food Range

Founder Marie Jones expanded the range considerably in the years after the pitch, moving well beyond ice cream into dry, wet and chilled dog food. That is a significant leap for a pet brand, since food products carry far more regulatory, supply chain and shelf-space complexity than a seasonal frozen treat.

The brand also partnered with New Forest Ice Cream as demand for its original product increased, keeping the ice cream line going alongside its wider food range rather than dropping it once the food side scaled up.

The Bottom Line

Billy+Margot pitched in Series 10 for £60,000 at 40 percent, secured the full amount from Deborah Meaden, and built the business into a multi-product pet food and treats brand sold in hundreds of stores across three countries. That is a genuinely strong result for a company that started with a single novelty product.

If you came here wondering whether the dog ice cream brand from the Den survived, it did, and it turned into something considerably bigger than ice cream alone.

Where to buy Billy+Margot

Still selling as of 15 February 2026. Check today's price and availability.

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See the full Billy+Margot deal breakdown and term sheet →