Product Update

Is Spoon Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 28 February 20266 min read

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Spoon set out to make breakfast cereal that did not taste like an apology for being healthy, and Jonny Shimmin and Annie Morris's business has grown steadily since pitching in the Den. If you are checking whether it survived, the short answer is a confident yes, and the company's expansion since the pitch backs that up.

The Short Answer

Spoon is still very much in business. The company has since opened its own production facility, expanded its retail footprint across major UK supermarkets, and continues to operate with the same founders at the helm.

For a food brand competing against giant, decades-old cereal manufacturers, that kind of sustained growth well past the pitch is a genuinely strong outcome, and one that few Dragons' Den food pitches manage to reach.

The Dragons' Den Pitch

Shimmin and Morris appeared in series 12, episode 2, pitching Spoon in the Food & Drink category. Their idea was a better breakfast cereal, built around the belief that healthier eating did not need to mean sacrificing flavour or a decent breakfast experience.

They asked for 50,000 pounds in exchange for 30 percent of the company. Breakfast cereal is a brutal category to break into, dominated by a handful of enormous incumbent brands, so the pitch needed to convince the dragons there was genuine room for a challenger.

The Deal That Got Done

Peter Jones and Deborah Meaden teamed up to back the pitch, investing the full 50,000 pounds asked for in exchange for the 30 percent equity on the table. Two dragons agreeing to split a food and drink deal is a meaningful signal, it usually means both saw a genuinely commercial idea rather than just a nice-to-have product.

That combined backing gave Spoon both retail expertise and consumer brand-building experience behind it from day one.

Building a Real Production Business

In the years since the deal, Spoon has grown from a promising pitch into a proper manufacturer. The company's products are now stocked by Waitrose, Ocado and Morrisons, a solid spread across premium and mainstream grocery retail.

More recently, the company opened its first in-house production facility at Shortwood Business Park in Barnsley, South Yorkshire, backed by a Finance Yorkshire-led investment round. Owning production rather than relying entirely on co-packers is a significant step for a food brand, it usually signals a business confident enough in its own demand to commit serious capital to manufacturing capacity.

Competing Against the Cereal Giants

Breakfast cereal is dominated by a small number of multinational manufacturers with decades of brand recognition and enormous marketing budgets, which makes it one of the harder grocery categories for a challenger brand to break into. Spoon's approach leaned on genuine product differentiation rather than trying to out-market the incumbents, positioning itself around better ingredients and flavour rather than simply undercutting on price.

Investing in its own production facility rather than staying dependent on third-party manufacturers gives Spoon more control over quality, cost and the pace of new product development, all of which matter enormously when you are trying to earn permanent shelf space next to brands that have been there for generations.

A Strong Result for a Series 12 Pitch

Food and drink pitches on Dragons' Den are common, but relatively few grow all the way from a Den appearance into owning their own production facility years later. That step usually only happens once a brand has proven consistent retailer demand over a sustained period, it is not a move a company makes speculatively.

Spoon's trajectory, from a series 12 pitch through steady supermarket listings to a purpose-built production site backed by regional investment, is a genuinely strong outcome relative to most food and drink pitches from the show's history, many of which struggle to get past their first couple of retailer listings.

Where Things Stand Now

Here is the recap. Spoon pitched in series 12 with a better breakfast cereal, asked for 50,000 pounds for 30 percent, and got it from Peter Jones and Deborah Meaden.

Today the business is thriving, stocked in major supermarkets and running its own production facility in South Yorkshire. If you came here wondering whether Spoon made it, it clearly did, and the founders are still building the business years after their pitch.

Where to buy Spoon

Still selling as of 28 February 2026. Check today's price and availability.

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See the full Spoon deal breakdown and term sheet →