Product Update

Is Furr Boost Drink Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 27 June 20266 min read

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Furr Boost pitched vitamin-based smoothies for dogs to the Dragons, asked for £50,000 for 30 percent, and landed a deal with Touker Suleyman for exactly that. Since then, the brand has gone from its founder's kitchen to the shelves of one of the UK's biggest supermarkets. If you are here to check whether it survived, the answer is a strong yes.

The Short Answer

Furr Boost is still in business, and it is one of the clearer success stories among recent Dragons' Den pet product pitches. The brand sells through its own website and, as of late 2025, through 250 Sainsbury's stores nationwide, a genuinely major retail win for a young pet food company.

The company does not sell through Amazon as its main channel, focusing instead on its own site and the supermarket listing it has built since the episode aired.

The Dragons' Den Pitch

Founder Louise Toal, from Much Wenlock in Shropshire, appeared in Series 21, Episode 13, in the Pet Products category, pitching a range of vitamin-based smoothies and drinks for dogs, combining meat, fruit and vegetables with added oils and vitamins aimed at supporting digestion, skin and coat health, anxiety, metabolism and immunity.

The ask was £50,000 for 30 percent of the company, valuing the business at roughly £167,000. Toal has spoken about being inspired to create the product after her own beagle, Phoebe, fell seriously ill as a puppy, and researching a formula designed to support eight specific pillars of dog health.

The Deal That Got Done

Toal secured backing from Touker Suleyman, who invested the full £50,000 for the 30 percent originally asked for. Landing the exact terms on the table, in a category as crowded and as easy to dismiss as pet supplements can be, suggests the pitch and the product both held up under close questioning.

Suleyman's retail and manufacturing background is a reasonable fit for scaling a physical product that needs to move from small-batch production into a supply chain capable of supporting national listings, which is exactly what has happened since.

Life After the Den

The standout development since the episode is the Sainsbury's listing. As of October 2025, Furr Boost had secured a listing across 250 Sainsbury's stores, bringing three of its most popular flavours, chicken, beef and salmon, into the supermarket's pet aisle. For a small founder-led brand that started because of one dog's illness, that is a significant national retail win.

The product range has also grown to include plant-based, vegan options alongside its meat-based flavours, and the drinks are designed to be used flexibly, as a food topper, frozen as a treat, or served on a lick mat, giving the brand more than one way for customers to build the product into a daily routine rather than a one-off purchase.

Where Things Stand Now

Furr Boost pitched in Series 21 for £50,000 at 30 percent, and secured that exact deal from Touker Suleyman. Since then, the brand has expanded its flavour range and landed a listing across 250 Sainsbury's stores nationwide.

The verdict is that the business is not just still open, it is one of the strongest growth stories in this group, moving from a home kitchen idea to a major supermarket's shelves within a couple of years of its Dragons' Den appearance. If you were wondering whether the dog smoothie brand made it, it did.

Where to buy Furr Boost Drink

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

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See the full Furr Boost Drink deal breakdown and term sheet →