Product Update

Is Natural Nutrients Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 15 May 20266 min read

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Natural Nutrients pitched itself on a simple promise, full transparency in a supplements industry that often is not transparent at all, showing exactly what is in every product for gym-goers and everyday customers alike. Founders Liam Sheriff and Craig Newbigin walked into the Den with strong interest from the panel. What came after is a more typical story than the episode itself suggested.

The Short Answer

Natural Nutrients is still in business. The company continues to sell supplements direct through its own website, and by its own account it used the exposure from the show, deal or no deal, to relaunch with stronger branding and packaging. It is a smaller operation than some Den alumni, but it is an active, trading one.

The Pitch

Natural Nutrients appeared in series 15, episode 2, in the Health & Wellness category. The founders asked for £100,000 in exchange for 40 percent of the business to fund production and marketing of their supplements range.

The pitch generated real enthusiasm on the panel, with multiple Dragons showing interest in the transparency angle of the product, a strong selling point in a category regularly criticised for vague or misleading labelling.

Why the On-Air Interest Did Not Convert

Despite the strong reception in the studio, the investment did not ultimately go through. Negotiations after the show broke down during the due diligence period, reportedly because the two sides could not agree on final terms. It is a familiar pattern on Dragons' Den, enthusiasm in the room does not automatically survive a closer look at the numbers once the cameras stop rolling.

The founders have been candid that the deal falling through was, in some ways, less important than the exposure itself. Even without completed investment, appearing on national television put the brand in front of an audience it could not otherwise have reached.

What Happened After

Rather than treating the collapsed deal as a setback, the founders used it as a prompt to invest in fresh branding and packaging, describing it as the point where the modern version of Natural Nutrients was really born. The company has continued building from there.

By its own telling and available reporting, Natural Nutrients has gone from strength to strength since that relaunch, continuing to sell its supplements range direct to customers. That is a more modest, self-funded kind of growth than a Dragon-backed brand might see, but it is real and ongoing.

Supplements is a category where transparency claims are cheap to make and expensive to prove, so a brand built specifically around that promise has to keep backing it up with clear labelling and testing over years, not just in the pitch. Continuing to trade on that same positioning years later suggests the promise held up under scrutiny rather than fading as a launch gimmick.

It is also worth remembering that a no-deal outcome on Dragons' Den is not automatically a bad outcome for the founders. National television exposure to millions of viewers is difficult to buy at any price, and businesses that walk away without a Dragon's investment still get to keep 100 percent of their equity, along with whatever new customers discovered them because of the episode.

Common Questions

Is Natural Nutrients still in business? Yes. The company continues to sell its supplements range direct through its own website after relaunching with stronger branding following the show.

Did Natural Nutrients get a deal on Dragons' Den? The pitch generated strong interest from the panel, but negotiations broke down afterwards and no investment was completed.

What does Natural Nutrients sell? A range of supplements built around a promise of full ingredient transparency for gym-goers and everyday customers.

Why did the Natural Nutrients deal fall through? Reporting from the time says the two sides could not agree on final terms during the due diligence period that follows every filmed pitch.

Where Things Stand Now

In short, Natural Nutrients pitched in series 15 asking for £100,000 for 40 percent, generated strong on-air interest, and then saw the deal collapse during post-show negotiations. The founders used the moment to relaunch the brand with stronger packaging rather than treating it as the end of the road.

Today the company is still selling supplements direct through its own site. If you are wondering whether Natural Nutrients survived its no-deal outcome, it did, and by most accounts it is a stronger business for having had to build it without a Dragon's cheque.

Where to buy Natural Nutrients

Still selling as of 15 May 2026. Check today's price and availability.

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See the full Natural Nutrients deal breakdown and term sheet →