Product Update

Is Super U Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 4 June 20266 min read

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Super U pitched premium superfood blends in Series 18, Episode 2 of Dragons' Den, the same episode that featured Nylah's Naturals, and the short answer here is also yes: Super U is still trading.

The Short Answer

Super U is still in business. The brand's website, superu.co.uk, is live and selling a range of powders and blends covering greens, coffee, protein and mushrooms, and the product line has grown well beyond what it was pitching on the day it appeared on the show. That kind of range expansion, moving from a single hero product into a broader portfolio, is usually a sign of a business with a healthy repeat customer base funding the development of new lines.

That is a healthy sign in the crowded functional-foods and supplement space, where plenty of similar brands have quietly disappeared over the same stretch of years. Supplement brands are notoriously easy to launch and notoriously hard to sustain, since customer acquisition costs are high and repeat purchase is what actually determines whether the business survives past its first burst of hype.

The Pitch

Founders Charlotte Bailey and Sean Ali, a couple from South Shields who set up the business after graduating from Nottingham Trent University in 2017, brought Super U into the Den in Series 18, Episode 2. They asked for £50,000 in exchange for 5 percent of the business.

The pitch reportedly went well enough that all five dragons made offers, a strong result for a food and supplement brand. The founders ultimately accepted a combined £50,000 from Peter Jones and Tej Lalvani for 6 percent of the company.

Getting a bidding war from all five Dragons is rare, and it usually means the founders had both a genuinely good product and a business plan that stood up to scrutiny on margins, repeat purchase rates and manufacturing costs, the three things the panel tends to interrogate hardest on food and supplement pitches. Splitting an investment between two dragons rather than taking one offer outright also gave the founders access to two different networks and skill sets rather than betting everything on a single backer's judgement.

What Happened After the Cameras Stopped

Super U used the post-Den attention to push into new markets. Reporting from ScaleUp North East and Natural Products Online covered the company's plans to expand into the United States following the investment, alongside a Seedrs crowdfunding round targeting £550,000 at a near £5 million pre-money valuation to fund stock, marketing and the US launch.

The company's turnover was reported to be on track to nearly triple its 2020 figures shortly after the episode aired, a strong early trajectory for a young food brand built by two first-time founders.

The supplement and superfood powder category has grown considerably in the UK since Super U's pitch, with wellness and gut-health products becoming mainstream rather than niche. That broader market growth has likely helped the brand, though it also means considerably more competition on the shelf than existed when the founders first pitched.

Where to Buy Super U Today

Super U sells direct through superu.co.uk, where the current range spans greens powders, coffee blends, protein and mushroom-based products, alongside bundles that suggest an active, maintained catalogue rather than a handful of legacy listings.

Products also turn up in searches on Amazon's UK marketplace, giving the brand more than one live sales channel years after its TV appearance. The company has also continued to be covered in regional and trade press as a North East England success story, which suggests it remains a business local media are still tracking rather than one that quietly disappeared.

Where Things Stand Now

Super U pitched in Series 18, Episode 2, asked for £50,000 for 5 percent, and closed with Peter Jones and Tej Lalvani for a combined 6 percent stake. The company used the momentum to push into international expansion and crowdfunding, and its site remains an active, selling storefront today.

For anyone who watched the pitch and wondered whether the superfood brand from South Shields made it, the answer is yes. Super U is still selling, and it grew its ambitions well past the UK market it started in, a rarer outcome than the show's steady stream of food and drink pitches might suggest.

Where to buy Super U

Still selling as of 4 June 2026. Check today's price and availability.

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See the full Super U deal breakdown and term sheet →