Product Update
Is Planit Products Still in Business? (2026 Update)
Is Planit Products from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Planit Products today.
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Planit Products, the Malvern-based company behind the original Toastabag, pitched on Dragons' Den back in series 6 and is one of the clean success stories in this batch. The short answer is yes, the company is still trading, still making the product, and it has actually grown since its TV appearance.
The Short Answer
Planit Products is still in business today. The company continues to manufacture its original Toastabags along with a wider range of cooking and oven liners and an eco-friendly product line, and it sells through its own website as well as major UK retail partners.
That is a genuinely strong outcome for a Den pitch from 2008. Kitchenware is a competitive, low-glamour category where a lot of small manufacturers quietly disappear, and Planit Products has managed to stay not just alive but growing.
The Pitch
Planit Products appeared in series 6, episode 5, pitching its Toastabags product, a reusable bag that lets you make toasted sandwiches in a regular toaster without the mess of butter and crumbs getting everywhere, in the Home & Lifestyle category. It is exactly the kind of practical, easy-to-demonstrate kitchen gadget that tends to work well on camera.
The founders asked for £200,000 in exchange for 40 percent of the business, and secured offers from two Dragons on the day, a strong signal that the pitch, and the product demonstration, landed well in the room.
Kitchenware pitches live or die on the demonstration, and Toastabags is about as easy to demonstrate as a product gets. Drop bread and filling into the bag, put it in a toaster, and a few minutes later pull out a toasted sandwich with no melted cheese stuck to the toaster's heating elements. That kind of instantly satisfying, low-risk demo tends to be a strong card to play in front of five investors who see dozens of pitches a series.
What Happened After the Deal
Planit Products built on its Den appearance with real retail traction over the following years, expanding beyond the original Toastabag into a broader range of cooking and oven liners. The company has also secured bank support to underpin its manufacturing operation in Malvern, keeping production based in the UK.
The pandemic period turned out to be a genuine boost for the business. With more people cooking at home, Planit Products reportedly saw monthly sales rise by as much as 50 percent compared with the previous year, and it picked up orders from major retailers including Lakeland, Sainsbury's and B&M Bargains.
Why This One Worked
A few things line up in Planit Products' favour that do not always line up for other Den pitches. The product solves a genuinely annoying everyday problem, cleaning toast crumbs and melted cheese out of a toaster, in a way that is cheap to buy and easy to understand instantly. There is also very little friction to trying it, since it works in any household toaster people already own.
On top of that, the company kept its manufacturing base close to home in Malvern and built out a sensible, related product range rather than chasing unrelated trends. That kind of focus tends to be what separates Den pitches that are still trading fifteen plus years later from the ones that are not.
Securing bank support for the manufacturing side of the business also points to a company that has built a track record lenders are comfortable backing, which is not something that happens for a business that is struggling. Combined with continued retail listings at well-known chains, the overall picture is one of a small manufacturer that has quietly kept growing rather than simply surviving.
Where Things Stand Now
Planit Products pitched in series 6 for £200,000 at 40 percent and secured offers from two Dragons. The company is still operating today, manufacturing the original Toastabag alongside an expanded range of cooking and oven liners, and selling through its own website and well-known UK retailers including Lakeland and Sainsbury's.
If you are wondering whether you can still buy a Toastabag, the answer is yes, straightforwardly. This is one of the more durable outcomes to come out of the Den in that era.
The wider lesson from Planit Products' trajectory is that a niche, unglamorous kitchenware product with a clear, single-purpose function can be a more resilient business than a flashier consumer gadget, provided the manufacturer keeps investing in its retail relationships and does not stretch itself too thin chasing unrelated product lines. Nearly two decades after the original pitch, that steady approach is still paying off.
Where to buy Planit Products
Still selling as of 8 April 2026. Check today's price and availability.
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See the full Planit Products deal breakdown and term sheet →
