Product Update
Is NGX Still in Business? (2026 Update)
Is NGX from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy NGX today.
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NGX pitched the world's first genetically personalised meal shake, a concept that sounds more like a biotech press release than a supermarket product. It landed not one but two dragons on the same offer. If you want to know whether the science-forward shake made it off the show and into people's kitchens, the short answer is yes.
The Short Answer
NGX is still in business. The brand, run by parent company Nutri-Genetix, sells directly through its own website, where the DNA testing kit and the personalised shakes it produces are still available to order.
There is no Amazon listing for the product, which makes sense given the offering. A DNA-based, personalised shake is not a shelf item you grab on a whim, it is a considered purchase that needs its own sign-up flow, and the brand's own site is built around exactly that.
The Dragons' Den Pitch
The founders came in with a genuinely novel pitch: send off a DNA sample, get a shake formulated around your own genetic markers for things like metabolism, nutrient absorption and food sensitivities. It is personalised nutrition taken a step further than most meal replacement brands attempt.
They asked for 50,000 pounds in exchange for 15 percent of the business, valuing the company at just over 333,000 pounds. Ambitious science pitches like this tend to split a panel, some dragons love the novelty, others worry about the manufacturing and regulatory complexity behind it.
The Deal That Got Done
Peter Jones and Touker Suleyman joined forces on this one, putting up the full 50,000 pounds between them for the 15 percent stake on offer. It was a clean deal at the numbers asked, no equity renegotiation, which suggests both dragons were confident enough in the ask to not push for a bigger slice.
Having two dragons on the cap table gives a young food-tech brand access to both Jones's operational scale and Suleyman's retail and supply chain instincts, a useful combination for a product that has to be manufactured to a personalised specification rather than in one uniform batch. The pitch appeared in series 18, part of a run of health and nutrition products that season aimed at a public increasingly comfortable with genetic testing for everyday lifestyle decisions rather than only medical ones.
Why Staying Open Matters Here
Personalised nutrition is a crowded, hype-heavy space, and plenty of DNA-based wellness brands have launched with a splash and quietly folded once the novelty wore off and the unit economics of small-batch, personalised manufacturing bit. Producing a shake to one customer's individual genetic profile is inherently more expensive and slower than mass-producing a single formula and selling it to everyone.
NGX has kept that model running for years past its Den appearance, which says something about either the margins holding up or the founders finding a way to make the personalisation process efficient enough to scale. Either way, it is the harder path, and the brand has stuck to it rather than pivoting to a generic shake.
There is also a trust dimension unique to this category. Asking customers to send off a DNA sample requires a level of confidence in a brand that most food products never have to earn, and a company that has kept customers willing to do that for years is clearing a bar most personalised nutrition start-ups never reach.
Where Things Stand Now
To recap: NGX pitched a genetically personalised meal shake, asked for 50,000 pounds for 15 percent, and secured that deal jointly from Peter Jones and Touker Suleyman.
Today the company is still selling directly through its own website, still built around the DNA test and personalised formulation model it pitched with. No Amazon presence, but that fits a product that depends on a bespoke sign-up process rather than an off-the-shelf purchase.
If you were checking whether this one made it, the shake is still on offer, and the personalisation pitch that got two dragons interested is still the core of the business today.
Common Questions
Is NGX still selling its DNA-based shakes? Yes, the DNA testing kit and personalised shake are still available through the company's own website.
Can you buy NGX on Amazon? No, the personalised, made-to-order nature of the product means it is sold exclusively through the brand's own site.
Who invested in NGX on Dragons' Den? Peter Jones and Touker Suleyman, who jointly put up the full 50,000 pounds asked for in exchange for a 15 percent stake.
Where to buy NGX
Still selling as of 11 March 2026. Check today's price and availability.
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See the full NGX deal breakdown and term sheet →
