Product Update

Is Easy Tots Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 27 January 20266 min read

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Easy Tots pitched its food trays for babies and infants in series 18 of Dragons' Den and secured backing from Sara Davies. Weaning products live or die on whether parents trust a brand enough to put it in front of their baby every day, and years on, this one has clearly held that trust.

The Short Answer

Easy Tots is still in business. The brand maintains an active website and a substantial social media following, and by its own account continues to design and sell feeding solutions covering the full range from the start of weaning through to around age four. It also now exports across Europe, Asia, Australia, the UAE and Canada.

The Dragons' Den Pitch

Founder Helen Davies pitched her food trays for babies and infants in series 18, episode 9, a food and drink category pitch built around one of the most universal parenting frustrations there is: getting food into a baby without half of it ending up on the floor. The trays were designed to make portioned, mess reducing weaning easier for parents managing that stage for the first time.

The pitch asked for 80,000 pounds in exchange for 30 percent of the business, a meaningful equity give that reflected the scale of investment needed to move from a home tested product idea to full retail manufacturing and distribution.

The Deal That Got Done

Sara Davies invested the full 80,000 pounds asked, at the 30 percent offered, with no changes to the terms on either side. Davies built her own business, Crafter's Companion, from a market stall into a national brand, and she was known on the panel for backing founder led consumer product businesses she felt a genuine personal connection to.

A baby feeding product pitched by a parent solving her own everyday problem is exactly the kind of founder story Davies gravitated toward during her run in the Den, which likely made the fit here an easy one for both sides.

Baby and toddler products carry an unusual advantage over most consumer categories: the customer base renews itself constantly as new parents enter the market every year, but it also carries a corresponding risk, since parents who age out of the category with their own children rarely stay loyal customers once weaning is behind them. That makes continued new product development, rather than resting on one hero item, essential for a brand like this to keep growing.

The Growth Since

Easy Tots has built out a genuinely international footprint since the pitch, now exporting its weaning and feeding products to Europe, Asia, Australia, the UAE and Canada, a considerably wider reach than most UK baby product brands manage. The company describes itself as multi award winning, and continues to develop new products across the full span from early weaning through to toddler age.

The brand maintains an active Instagram following in the tens of thousands, which for a baby products company is a reasonable proxy for a genuinely engaged, ongoing customer base rather than a brand coasting on old momentum.

Where to Buy Easy Tots Today

The official site is easytots.com, where the current product range is available for direct purchase alongside information on the brand's wider retail and export partnerships. For a product category built almost entirely on parent to parent word of mouth and trust, an active, well followed brand years after a television appearance is a strong signal in itself.

Common Questions

Does Easy Tots ship internationally? Yes. The brand exports to Europe, Asia, Australia, the UAE and Canada in addition to its UK home market, according to the company's own account of its business.

Is Sara Davies still connected to Easy Tots? Our data reflects the original series 18 investment. Davies has since left the Dragons' Den panel entirely after series 22, but we found no indication she exited her Easy Tots stake specifically.

The Bottom Line

Easy Tots pitched in series 18 for 80,000 pounds at 30 percent, got the full amount from Sara Davies on those terms, and grew into an internationally exporting weaning and feeding brand covering everything from first foods through to age four. Still in business, still selling, and with a reach well beyond where it started.

Where to buy Easy Tots

Still selling as of 27 January 2026. Check today's price and availability.

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See the full Easy Tots deal breakdown and term sheet →