Product Update
Is My Chocolate Shop Still in Business? (2026 Update)
Is My Chocolate Shop from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy My Chocolate Shop today.
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My Chocolate Shop had one of the rougher rides through the Den of any pitch in series 20, taking a genuine grilling from the panel before still walking away with a deal. Years on, the business is not just surviving, it is one of the more visibly active brands to come out of that run.
The Short Answer
My Chocolate Shop is still in business. The company's own website is active and selling, and the founder has continued building the brand around personalised and celebrity-facing chocolate products well beyond the original pitch.
It does not sell through Amazon on our records, so the company's direct site is the place to order from rather than a marketplace search.
The Pitch
My Chocolate Shop pitched in series 20, episode 12. The Luton-based founder brought a personalised chocolate business, custom bars, messages and designs pressed into chocolate for gifting and celebrations, and asked for £40,000 in exchange for 30 per cent of the company.
Reports from the episode described a genuinely tough back-and-forth with the panel before a deal came together, the kind of pitch that makes for good television precisely because it is not a smooth, rehearsed pass.
Personalised food and drink gifting has grown steadily as a category over recent years, riding the same trend that has boosted personalised cards and engraved gifts, and a founder willing to defend their numbers under pressure tends to leave a stronger impression on the panel than one who folds at the first hard question.
The Deal
Sara Davies invested the full £40,000 asked for the 30 per cent on offer. Davies has built a reputation on the panel for backing craft and gifting-led consumer brands, having built her own business, Crafter's Companion, around a similar customer base of people buying for hobbies and occasions.
A personalised, gift-driven product like custom chocolate sits comfortably inside that pattern, and the deal closed at the terms originally asked, no renegotiation on either side.
What Happened After
The business has leaned into its Den appearance as an ongoing part of its brand identity, describing itself years later as having built a reputation around the show rather than treating it as a one-off moment. It has also picked up work supplying chocolate for influencers and public figures, extending beyond straightforward retail gifting.
That kind of continued brand-building, still referencing the pitch, still adding new customer segments years later, is a reasonable proxy for a business that is not just alive but actively growing its footprint rather than coasting on the original TV moment.
It is also a useful reminder that a rough ride on camera does not predict how a business performs afterwards. Some of the smoothest pitches in the show's history have gone nowhere, while some of the toughest, this one included, have turned into genuinely growing companies.
Common Questions
Is My Chocolate Shop still in business? Yes. The company's own website is active and the founder has kept expanding the brand's reach since the episode aired.
Who invested in My Chocolate Shop on Dragons' Den? Sara Davies, who put up the full £40,000 asked for a 30 per cent stake, after a genuinely tough round of questioning from the panel.
What kind of products does the business sell now? Personalised chocolate bars and gifting products, alongside newer work supplying chocolate for influencers and public figures.
Where Things Stand Now
My Chocolate Shop pitched in series 20 for £40,000 and 30 per cent, and Sara Davies backed it in full after a tough round of questioning. The company is still trading today, still selling personalised chocolate direct to customers, and has expanded into influencer and celebrity-facing work since.
If you are after a personalised chocolate gift, the company's own website remains the place to order.
The company's willingness to keep referencing the tough on-air moment rather than sanding it out of its own story also says something about confidence. A business that survived a hard pitch and is happy to talk about it usually has the results to back the retelling.
For anyone weighing up whether a rocky Den pitch dooms a company, this is one of the better counterexamples in the archive. A hard grilling followed by years of continued trading is a far more common outcome than viewers watching the tense moment on television might assume.
Where to buy My Chocolate Shop
Still selling as of 24 March 2026. Check today's price and availability.
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See the full My Chocolate Shop deal breakdown and term sheet →
