Beyond Chocolate

No Deal

Lifestyle weight loss coaching website

Season 7 · Ep 7 Tech & SoftwareAired 26 August 2009

Best known from its Dragons’ Den appearance, Beyond Chocolate is a lifestyle weight loss coaching website in Season 7, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£50K
Asked for: —
Offered equity: —
Sought valuation

Susan and Audrey Boss walked into the Den in Season 7, Episode 7 in the episode that aired 26 August 2009. Beyond Chocolate, the lifestyle weight loss coaching website, pitched in the Tech & Software category, one of 82 tech & software businesses to brave the Den across all 22 seasons.

The dragons passed, and Beyond Chocolate left without a deal. That's not always the end of the story. Some of Dragons’ Den's most successful companies were rejected on air and grew anyway, using the exposure (the "Dragons’ Den effect") to drive sales the dragons missed out on.

Beyond Chocolate was one of 72 businesses to pitch in Season 7, where 15 deals got done. In the Tech & Software category overall, roughly 41% of pitches have landed a dragon across the show's history.

Is Beyond Chocolate still in business?

Read our 2026 update on where the company is now.

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Frequently asked questions

Where can I buy Beyond Chocolate?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Beyond Chocolate get a deal on Dragons’ Den?

No. Beyond Chocolate pitched the dragons but left Season 7 without a deal.

What season of Dragons’ Den was Beyond Chocolate on?

Beyond Chocolate appeared in Season 7, Episode 7, which aired 26 August 2009.

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