Product Update

Is Poppy's Picnic Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 18 May 20266 min read

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Poppy's Picnic is a raw dog food brand that pitched in the Den and has kept growing steadily in the years since. If you are wondering whether the business behind that pitch is still trading, the answer is yes, and by most signs it is doing considerably better now than it was in series 15.

The Short Answer

Poppy's Picnic is still selling. The company runs its own online shop, is stocked in independent pet shops around the UK, and has expanded into supermarket shelves at select Asda stores. It has also pushed into international markets, including Hong Kong.

Founders Dylan Watkins and Louise, who built the brand around raw and natural nutrition for dogs, have continued to bring out new products well beyond the original range, which is usually a healthy sign that a food brand has a working relationship with retailers and repeat customers rather than a one-off launch that fizzled.

The Pitch

Poppy's Picnic pitched in series 15, episode 11, in the Pet Products category. The business makes raw, natural dog food, a category that sits apart from the mainstream kibble and tinned aisle and appeals to owners who want to feed their dogs a diet closer to what a dog would naturally eat.

The founders asked for 60,000 pounds for 15 percent of the business, a relatively modest equity give-away that suggested confidence in the underlying numbers and a founder team not desperate to hand over control for the cash.

The Deal

The pitch secured backing on the Dragons' Den ask, 60,000 pounds for 15 percent equity, on air. Raw pet food is a growing but still niche category, and winning over a panel of investors who make a living questioning scalability is no small feat for a business built on fresh, chilled or frozen product with a shorter shelf life than dry kibble.

That kind of product brings real logistics challenges, cold-chain delivery, shorter dating, and higher costs to serve, which makes it more impressive that the founders were able to make the numbers work well enough to convince a Dragon.

The Growth Since the Show

Poppy's Picnic has kept innovating well past its Den appearance. The brand has launched products described as global firsts in the raw pet food market, including a Complete Meatballs range, an Enhanced mince line, and what it has billed as the world's first Follow-on Paste aimed at puppies transitioning onto solid food.

It has also raised additional funding beyond the Den, reportedly around 430,000 pounds, to support that expansion. Landing a listing with a major UK supermarket like Asda is a meaningful jump for a specialist pet food brand, since supermarket buyers are notoriously cautious about stocking niche categories unless the sales data justifies the shelf space.

Why the Raw Food Category Suits This Brand

Raw dog food is one of the fastest-growing corners of the UK pet market, driven by owners who have grown increasingly willing to pay a premium for what they see as a more natural, less processed diet for their pets. That shift has given brands like Poppy's Picnic more room to grow than they would have had a decade ago, when raw feeding was a fringe practice mostly confined to specialist breeders and dedicated hobbyists.

It also means the brand is operating in a category where retailers now actively want a credible player to stock, rather than having to persuade a sceptical supermarket buyer that the category exists at all. That shift in the wider market, combined with the brand's own product development, is a large part of why a business asking for a relatively modest 60,000 pounds in series 15 has been able to build the kind of national distribution it has today.

Where Things Stand Now

Poppy's Picnic pitched in series 15 for 60,000 pounds at 15 percent and has spent the years since building out its product range, expanding into Asda and independent retailers, and pushing into international markets including Hong Kong.

If you are after raw dog food from the brand you saw on Dragons' Den, it is still out there and, by the evidence, growing rather than standing still.

Where to buy Poppy's Picnic

Still selling as of 18 May 2026. Check today's price and availability.

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See the full Poppy's Picnic deal breakdown and term sheet →