Product Update

What Happened to Beyond Chocolate After Dragons’ Den?

Beyond Chocolate left the Den without a deal. Here is what happened next: how the pitch went, why the dragons passed, and where Beyond Chocolate is today.

Dragons' Den IndexUpdated 5 July 20266 min read

As an Amazon Associate I earn from qualifying purchases.

Beyond Chocolate is not a chocolate company. It is a weight loss and mindful eating programme, and it is one of the older pitches in the Den's history, appearing right back in series 7. The short answer is that it is still running today, more than two decades after it was first founded.

The pitch

Beyond Chocolate appeared in series 7, episode 7, asking for 50,000 pounds to grow the business. The founders, sisters Audrey and Sophie Boss, pitched a lifestyle coaching website built around their own method for breaking free of yo-yo dieting, one that focused on listening to the body's hunger signals rather than following restrictive diet rules, at a time when almost every other weight loss pitch in the Den was built around calorie tracking, meal replacement or exercise equipment.

The name is a deliberate hook rather than a description of the product. The sisters built their approach around the idea that foods like chocolate do not need to be treated as forbidden, which was a genuinely different angle from the diet industry norms of the time, when most of the market was built around calorie counting and off-limits food lists.

The idea behind the business

Audrey and Sophie Boss founded Beyond Chocolate in 2000, years before their Dragons' Den appearance, after their own long struggle with dieting and disordered eating. Their first book, published in 2006, laid out ten principles for a non-diet approach to food and weight, and it became the foundation for the coaching business they later brought to the Den.

That backstory matters here. This was not a new idea rushed to market for television, it was an established programme with a published book and a support group behind it well before the pitch. By the time the sisters walked into the Den, they had already spent close to a decade refining the method on real clients, which is a very different starting point from a founder pitching a brand new concept for the first time.

No deal, but a longer runway than most

None of the Dragons invested in series 7. A coaching and workshop business built around a mindset shift is a genuinely difficult thing to value the way a Dragon values a product with clear margins and a manufacturing story, and that mismatch likely played a part in the no-deal outcome.

What stands out is the timeline since. Most no-deal pitches from series 7 have long since disappeared from view. Beyond Chocolate has not, and that longevity is arguably the strongest evidence that the underlying method resonated with a real, ongoing need rather than a passing trend.

Is Beyond Chocolate still in business?

Yes. The company's website, beyondchocolate.co.uk, is live and current, with active pages covering Audrey's background, coaching services, and free sample lessons for people wanting to try the approach before committing. Audrey Boss continues to run workshops and retreats built on the Beyond Chocolate method.

For a coaching-led business rather than a product brand, a live, maintained website with current service offerings is the clearest available signal that it is still operating and still taking clients. There is no factory to check, no stock levels to confirm, so the presence of an active booking and course structure online is effectively the whole picture.

Where things stand now

Beyond Chocolate asked for 50,000 pounds in series 7, got no offer, and kept going regardless, on the strength of a method the founders had already spent years developing before they ever walked into the Den. Over two decades after it was founded, the business is still active, still coaching, and still built around the same non-diet philosophy.

If you came here expecting a defunct chocolate brand, the real story is arguably more interesting: a long-running coaching business, older than most of the companies that have since pitched in the Den, that outlasted its own television moment by a wide margin, built by two sisters who turned their own personal struggle into a method that has kept paying clients coming back for more than twenty years.

Where to buy Beyond Chocolate

Still selling as of 5 July 2026. Check today's price and availability.

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

See the full Beyond Chocolate deal breakdown and term sheet →