Product Update
Is Oatein Ltd Still in Business? (2026 Update)
Is Oatein Ltd from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Oatein Ltd today.
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Oatein makes low sugar, high protein snacks out of Whitley Bay, built by two former boxers who understood their customer because they were their customer. Years after the pitch, the brand has become a genuinely international export business.
The Short Answer
Oatein is still in business. The company has sold more than 2.5 million snacks into over 50 countries, with export sales making up around 90 percent of turnover, a scale of international reach that is unusual for a brand that started as a Dragons' Den pitch.
There is no confirmed Amazon listing in our tracking, and the brand's strength appears to lie heavily in international wholesale and export rather than UK direct-to-consumer retail.
The Dragons' Den Pitch
The company pitched in series 16, episode 14, listed under Other in our category tracking, presenting a range of low sugar, high protein snacks aimed at the fitness and healthy eating market.
The founders, former boxers turned entrepreneurs, asked for 50,000 pounds in exchange for 25 percent of the business, betting on a growing UK appetite for protein-focused snack foods.
The Deal That Got Done
Peter Jones backed the pitch, putting up the full 50,000 pounds for the 25 percent stake as asked. Peter's background across consumer products and retail made him a natural fit for a food brand looking to scale distribution quickly.
What Happened After the Show
Oatein's growth since the pitch has been driven overwhelmingly by exports, with the Middle East cited as a particular area of strength. Selling more than 2.5 million snacks across over 50 countries, with export sales making up 90 percent of turnover, is a genuinely unusual outcome for a brand that pitched as a domestic UK healthy snack business.
The company also appointed a Newcastle-based marketing agency to raise its corporate profile, a sign of a business still actively investing in growth rather than one that has plateaued since its television moment.
Building a business this dependent on exports carries its own risks, from currency fluctuations to shifting trade rules, but it also means Oatein's fortunes are not solely tied to the UK healthy snacking market, which has become increasingly crowded since the brand's Dragons' Den appearance.
Where to Buy It Now
Oatein sells through its own website, oatein.com, alongside international wholesale and export relationships that account for the bulk of its business. There is no confirmed Amazon listing in our tracking.
Given how export-heavy the business has become, UK shoppers may find it easier to buy directly through the website than through general UK retail shelves.
For a brand this export-focused, the split between UK and international demand is worth noting. Most of the company's growth appears to have come from building wholesale relationships abroad rather than from expanding UK supermarket shelf space, which is a less visible but potentially more resilient growth path for a small food manufacturer.
Common Questions
Does Oatein sell on Amazon? There is no confirmed Amazon listing in our tracking. The bulk of the company's sales run through international export and wholesale relationships rather than UK consumer marketplaces.
How international is the business now? Very. The company has sold more than 2.5 million snacks into over 50 countries, with export sales making up around 90 percent of turnover and the Middle East cited as a particular area of strength.
Is Peter Jones still involved? Public sources do not confirm his current shareholding, though the deal closed on the pitched terms, with the full 50,000 pounds invested for a 25 percent stake in the Whitley Bay business founded by two former boxers.
Who founded Oatein? The company was started by former boxers who built the brand around their own experience needing convenient, low sugar, high protein snacks, a founder story that has continued to feature in the brand's marketing well past the original pitch.
That export-led model also means the brand has had to adapt its packaging and marketing for a range of different regulatory and cultural markets, a more complex operation than simply stocking supermarket shelves closer to home.
The Verdict
Oatein asked for 50,000 pounds for 25 percent in series 16 and secured it from Peter Jones. Years on, the Whitley Bay brand has turned into a genuinely international export business, moving more than 2.5 million snacks into over 50 countries with exports making up nearly all of its turnover.
It is still trading, and the shape of its success, heavily export-led rather than UK retail-led, is one of the more distinctive growth stories to come out of the Den.
Where to buy Oatein Ltd
Still selling as of 9 March 2026. Check today's price and availability.
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See the full Oatein Ltd deal breakdown and term sheet →
