Product Update
Is Pure Heavenly Limited Still in Business? (2026 Update)
Is Pure Heavenly Limited from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Pure Heavenly Limited today.
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Pure Heavenly pitched a genuinely rare thing on Dragons' Den: chocolate that is reduced sugar, vegan and gluten free without tasting like a compromise. The short answer to whether it is still in business is yes, although the company you buy from today is not quite the same one that pitched in the Den.
The Short Answer
Pure Heavenly is still trading and still selling chocolate directly through its own website. The brand has a large, active customer base, with well over ten thousand reviews on Trustpilot and tens of thousands of followers across social media, both signs of an ongoing, functioning consumer business rather than a name kept alive purely for nostalgia.
It does not currently sell through Amazon. The one important caveat is ownership: this is no longer the founder-run business that appeared on the show.
The Pitch
Pure Heavenly appeared in Series 17, Episode 7, with founder Stephen Conway asking for £75,000 in exchange for 20 percent of the business. The pitch centred on a genuine product gap: reduced sugar chocolate that also happened to be vegan and gluten free, aimed at a growing health-conscious market without sacrificing taste, which is the part that usually trips up better-for-you confectionery.
That combination, credible enough to win over a room that tastes a lot of average pitches, secured Conway the investment he was after.
Free-from and reduced sugar food products were a genuinely growing category around the time this pitch aired, and confectionery brands that could hit those marks without the usual chalky, over-sweetened aftertaste were still relatively rare. That gap in the market, combined with a product the Dragons could taste for themselves in the studio, gave the pitch an unusually direct route to conviction.
The Deal and What Came After
Pure Heavenly closed its deal in the studio for the full £75,000 against 20 percent equity, matching the original ask. In the years that followed, the company expanded its range, including a dark chocolate line launched specifically to build on the momentum from the show.
The bigger change came later. Founder Stephen Conway left the business in March 2022, and Pure Heavenly is now owned by Walkers Chocolates Ltd. That is a meaningful shift: the brand you can buy today continues under new ownership rather than the original founder who pitched on camera.
Acquisitions of this kind are common in the confectionery trade once a challenger brand has built a loyal customer base but needs the scale, distribution and manufacturing muscle of a larger player to keep growing. Walkers Chocolates taking on the brand suggests Pure Heavenly had built exactly that kind of customer following by the time the acquisition happened.
Why This Still Counts as a Survival
An ownership change is not the same as a company folding. Pure Heavenly's product range, branding and customer base have carried through the transition, and the business continues to trade under the name that built its reputation on the show. Plenty of Dragons' Den companies fold outright within a couple of years; changing hands while continuing to sell is a different, generally more successful outcome.
For customers, the practical answer is the one that matters most: the chocolate is still available to buy, the website is still active, and the reviews keep coming in, with well over ten thousand logged on Trustpilot alone, a volume that only builds up over years of continuous trading.
What This Means If You're a Customer
If you bought from Pure Heavenly around the time of its Dragons' Den appearance and are wondering whether the chocolate you remember is the same product being sold today, the honest answer is mostly yes but not entirely. The core proposition, reduced sugar, vegan, gluten free chocolate, has carried through the change of ownership, and the range has expanded rather than shrunk since the founder's departure.
What has changed is who is behind the brand day to day. Walkers Chocolates brings its own manufacturing scale and distribution relationships to the business, which for a small challenger brand can mean better availability and more consistent stock than a founder-run operation could manage alone.
Where Things Stand Now
Pure Heavenly pitched in Series 17 for £75,000 and 20 percent, closed the deal on those terms, and has continued to sell reduced sugar, vegan, gluten free chocolate ever since, now under the ownership of Walkers Chocolates Ltd following the original founder's departure in 2022.
If you're wondering whether the brand from the Den survived, it did, just not under quite the same roof it started with, and it is still stocking the same reduced sugar, vegan, gluten free chocolate range that first won the Dragons over.
Where to buy Pure Heavenly Limited
Still selling as of 30 May 2026. Check today's price and availability.
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See the full Pure Heavenly Limited deal breakdown and term sheet →
