Product Update

What Happened to OMG Tea After Dragons’ Den?

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

Dragons' Den IndexUpdated 2 July 20266 min read

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OMG Tea, now branded OMGTeas, pitched a matcha green tea business in series 16, asking for £50,000 for a 7 percent stake. Founder Katherine Swift left without a deal, and years on, the brand is still actively selling matcha products under the same name.

The Short Answer

OMG Tea is still in business. The company continues to trade as OMGTeas, selling a range of matcha products, including its flagship Green Gold Organic Matcha, matcha latte sachets, and roasted hojicha matcha, direct through its own website.

The brand has also kept up regular activity well into 2026, including a Matcha Challenge campaign this year, which points to an ongoing, active business rather than one running on autopilot years after its television appearance.

The Pitch

Swift pitched OMG Tea in series 16, episode 9, in the Health & Wellness category, asking for £50,000 for 7 percent of the company, a valuation of just over £714,000. The product centred on powdered Japanese green tea, matcha, sourced for quality and positioned as a health-forward alternative to standard tea and coffee.

Matcha has grown considerably as a category since that pitch aired, moving from a niche wellness ingredient into a mainstream café staple, which has arguably made the market more receptive to a brand like OMG Tea over time rather than less.

No Deal

None of the Dragons invested, and Swift left the Den to build the business independently. She has since spoken publicly about the experience of pitching to the panel and the lessons that came out of not securing a deal, treating the appearance as a marketing and credibility moment even without an investment attached.

That framing, using the exposure regardless of the outcome, is a common and often effective strategy among Den alumni who leave empty-handed but still get a national television audience for their brand.

What Happened After

OMG Tea has since expanded its product range well beyond the original matcha powder pitch, adding matcha lattes, sachets, and roasted variants to its lineup, and has kept the OMGTeas brand active across its own site and social channels.

The company continues to market itself around the quality and provenance of its Japanese matcha sourcing, positioning itself in the premium end of a category that has seen significant consumer growth in the years since the pitch aired.

Katherine Swift has also used her Dragons' Den story as part of the brand's public narrative, discussing the pitch experience in press coverage rather than treating the no-deal outcome as something to avoid mentioning, which has kept the brand's origin story part of its ongoing marketing.

Why the Timing Has Worked in Its Favour

Matcha's rise from specialist health food shops to mainstream coffee shop menus has been one of the more notable shifts in UK drinks culture over the past several years, and a brand that was already established and credible in the space before that wave hit is better positioned to benefit from it than a newcomer starting from scratch.

OMG Tea's continued activity, including running fresh campaigns in 2026, suggests the brand has managed to ride that broader category growth rather than being squeezed out by newer, bigger competitors entering the same space.

Standing Out in a Growing Category

As matcha has gone mainstream, competition has intensified, with big coffee chains adding their own versions and new specialist brands launching regularly. Surviving in that more crowded environment, rather than just in the niche market that existed when OMG Tea first pitched, is arguably a tougher test of the brand's staying power than the original Den appearance ever was.

Continuing to run named campaigns, like the 2026 Matcha Challenge, rather than letting the brand fade into the background of a busier category, suggests the company is still actively competing for attention rather than relying on early-mover goodwill alone.

That willingness to keep marketing actively, years after the initial television exposure faded, is often the real differentiator between small food and drink brands that quietly fade out and ones that stay genuinely relevant to new customers.

The Bottom Line

OMG Tea asked for £50,000 for 7 percent, got no deal from any Dragon, and has continued trading independently as OMGTeas, expanding its matcha product range in the years since.

If you came here to check whether the matcha brand survived its Den appearance, it has, and it is still running active campaigns as recently as this year, in a category that has grown considerably more competitive since the founder first walked into the Den.

Where to buy OMG Tea

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See the full OMG Tea deal breakdown and term sheet →