Product Update

Is Foot Deodoriser Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 4 April 20266 min read

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The Foot Deodoriser pitched a sanitiser designed to kill bacteria inside shoes in series 4 of Dragons' Den, asking for 100,000 pounds for half the business. This is one of the harder cases in this batch to pin down, and the honest answer is that we could not find reliable current evidence either way.

The short answer

We genuinely do not know whether the Foot Deodoriser is still in business today. The founder's deal fell apart after filming, and there is no clear, dated trail showing what became of the company afterward. We would rather say that plainly than guess.

The pitch

The Foot Deodoriser appeared in series 4, episode 4, in the Health and Wellness category. Founder Casey Jones pitched a sanitising product aimed at killing the bacteria that build up inside shoes and cause persistent odour, a genuinely relatable problem with a fairly crowded market even at the time. He asked for 100,000 pounds for a 50 percent stake.

Deborah Meaden and Richard Farleigh both showed interest on air and offered to invest, which suggested the Dragons saw commercial legs in the idea even if the pitch itself was not flashy. Foot and shoe odour is a genuinely persistent, universal problem, particularly among people who play sport or wear the same footwear for long shifts at work, which gave the underlying market a reasonably obvious size even without much further explanation.

Why the deal did not go through

According to reporting from around that time, the investment ultimately did not complete because Meaden and Farleigh had concerns about where Jones's efforts and focus were going after the show. That is a common reason for post-show deals to collapse: the Dragons continue to evaluate the founder's execution once the cameras stop rolling, and if they are not convinced, they walk away even after saying yes on air.

Beyond that detail, the public record thins out considerably. We could not locate a confirmed brand name, ongoing company registration, or current retail listing tied specifically to this pitch.

The shoe deodoriser category today

It is worth noting that the shoe and boot deodoriser category is still very much alive as a product type, with newer entrants using reusable charcoal pouches and other approaches to the same basic problem. None of the current products we found in that space could be confidently linked back to Casey Jones or this specific Dragons' Den pitch, so we are not going to imply a connection that the evidence does not support.

This is exactly the kind of case where a fact sheet marking a product as 'still selling' should be treated with real caution unless there is a specific, current source backing it up.

What a broken post-show deal usually signals

When a Dragons' Den deal collapses specifically over concerns about a founder's focus, rather than over a patent issue, a failed product test, or a valuation disagreement, it is often a sign the Dragons saw something in the founder's follow-through, or lack of it, during the due diligence process that worried them more than the product itself. That is a softer, more personal reason for a deal to fall apart than the more common commercial explanations, and it tends to correlate with businesses that struggle to build lasting momentum afterward, though it is by no means a guarantee of failure.

We want to be careful not to overstate that pattern here, since we have no first-hand account of what actually happened with Casey Jones's business after the show, only the general reporting about why the investment fell through. It would be unfair to assume the worst without better evidence, and it is entirely possible the business quietly continued trading in a smaller, harder-to-track form well beyond what the public record shows.

Our honest verdict

The deal for the Foot Deodoriser fell through after filming over concerns about the founder's focus, and from there the trail effectively goes cold. We have no confirmed evidence that this specific company or product is still trading today, and we are not willing to state that it is simply because a data field says so. If you have direct knowledge of what happened to this business, that would genuinely add to the record here, and we would update this page accordingly.

Where to buy Foot Deodoriser

Still selling as of 4 April 2026. Check today's price and availability.

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See the full Foot Deodoriser deal breakdown and term sheet →