Product Update
Is Fearneand Rosie Still in Business? (2026 Update)
Is Fearneand Rosie from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Fearneand Rosie today.
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Rachel Kettlewell's pitch for her reduced-sugar jams is one of the more emotional moments in Dragons' Den series 18, tears and all. The deal she agreed on camera did not survive the weeks after filming, but the business it was built for did. If you are asking whether Fearne and Rosie is still in business, the answer is yes, and the jam is on supermarket shelves right now.
The short answer
Fearne and Rosie is still trading. The brand sells its jams, honey, and spreads through Waitrose, Ocado, and Morrisons, which puts it in a much stronger position than most Den alumni, on-air deal or not.
The on-air investor did not end up staying involved, but a different backer stepped in later, and the company kept growing regardless.
The pitch
Rachel Kettlewell, working from her home in Wensleydale in the Yorkshire Dales, built Fearne and Rosie around reduced-sugar jams named after her two daughters. She asked the Dragons for £40,000 in exchange for 35 per cent of the business, a straightforward ask for a food brand trying to break into a crowded category where sugar content and shelf space both matter.
She got emotional in the Den, and by most accounts the moment was genuine rather than staged for drama. Her pitch leaned on the health angle: jams with roughly 70 per cent fruit content, aimed at families who wanted something closer to real fruit and less added sugar.
The deal that was agreed on camera
Tej Lalvani made the offer, backing the full £40,000 ask. It looked, in the moment, like a clean win for a small Yorkshire food business.
It did not hold. According to Kettlewell's own account after the fact, the arrangement with Lalvani fell through within a few months of working together. On-air handshakes are not binding contracts, and due diligence after filming kills a meaningful share of Den deals before a penny actually changes hands. This was one of them.
What happened after the deal fell through
Rather than fold, Kettlewell found a different route forward. She entered a business arrangement with Giles Brook, an operator with a track record at healthy food brands including Innocent Smoothies, Pip and Nut, and Vita Coco, people who know exactly how a small food brand gets from a farmhouse kitchen onto a supermarket shelf.
That relationship appears to have done what the original TV deal was supposed to do. The company scaled its distribution, and the products now sit in three of the UK's biggest grocery chains.
Where things stand now
Fearne and Rosie's jams, honey, and spreads are listed in Waitrose, Ocado, and Morrisons today, with each product built around a roughly 70 per cent fruit content that keeps sugar levels down without losing the taste people expect from a proper jam.
That is the real headline here. The Dragon who shook her hand on television is not the reason the company is on shelves now. A different partnership, built after the cameras stopped rolling, did the actual work. It is a reminder that a Den handshake is a moment, not a guarantee, and that founders who keep pushing after a deal collapses often end up better off than the version of events that aired ever suggested.
The verdict
Fearne and Rosie asked for £40,000 for 35 per cent in series 18 and agreed a deal with Tej Lalvani on camera, but that specific arrangement did not go the distance. The brand kept going anyway, found new backing from an experienced food industry operator, and is now selling in three major UK supermarkets. The Den deal fell through. The business did not.
Common questions
Is Fearne and Rosie still on Tej Lalvani's investment portfolio? No. The arrangement agreed in the Den fell through within a few months of filming, and Rachel Kettlewell has since worked with a different partner, Giles Brook.
Where can you buy Fearne and Rosie jam? The range is stocked in Waitrose, Ocado, and Morrisons, alongside direct sales, and the jams, honey, and spreads all keep sugar content down while staying around 70 per cent fruit.
Did the business fail after the Den deal collapsed? No. It grew afterwards, moving from a home-based Yorkshire operation into three major national supermarket chains.
Who is Giles Brook? An operator with a background at healthy food brands including Innocent Smoothies, Pip and Nut, and Vita Coco, who partnered with Kettlewell after the original televised deal did not close.
Where to buy Fearneand Rosie
Still selling as of 7 June 2026. Check today's price and availability.
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See the full Fearneand Rosie deal breakdown and term sheet →
