Cheeky Chompers

No Deal

Baby bibs

Season 11 · Ep 12 OtherAired 2 March 2014

Cheeky Chompers is a baby bibs that got its big break on Dragons’ Den in Season 11, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£70K
Asked for: 10%
Offered equity: £700K
Sought valuation

Founder Julie Wilson and Amy Livingstone stepped onto the carpet in Season 11, Episode 12 in the episode that aired 2 March 2014. Cheeky Chompers, the baby bibs, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £70,000 for 10% of the company, an implied valuation of £700K.

No deal. Every dragon declined, and Cheeky Chompers walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 11 saw 67 pitches, and 15 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Cheeky Chompers?

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

Did Cheeky Chompers get a deal on Dragons’ Den?

No. Cheeky Chompers pitched the dragons but left Season 11 without a deal.

What season of Dragons’ Den was Cheeky Chompers on?

Cheeky Chompers appeared in Season 11, Episode 12, which aired 2 March 2014.

How much was Cheeky Chompers asking for on Dragons’ Den?

The founders asked for £70,000 for 10% of the company, a £700K valuation.

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