Family Secret

No Deal

Asian snacks and cooking ingredients

Season 18 · Ep 4 OtherAired 22 April 2021

Family Secret, the asian snacks and cooking ingredients, landed on the national radar after pitching the dragons in Season 18, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£100K
Asked for: 10%
Offered equity: £1M
Sought valuation

Sandeep Mudhar faced the dragons in Season 18, Episode 4 in the episode that aired 22 April 2021. Family Secret, the asian snacks and cooking ingredients, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

They came in asking £100,000 in exchange for 10% equity, putting a £1M valuation on the business.

Family Secret couldn't land an offer the founders would take, and the pitch ended without a deal. History says that's survivable: several of the show's biggest success stories left the Den empty-handed.

Across Season 18, 35 of 70 pitches ended in a handshake. 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 Family Secret?

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

Did Family Secret get a deal on Dragons’ Den?

No. Family Secret pitched the dragons but left Season 18 without a deal.

What season of Dragons’ Den was Family Secret on?

Family Secret appeared in Season 18, Episode 4, which aired 22 April 2021.

How much was Family Secret asking for on Dragons’ Den?

The founders asked for £100,000 for 10% of the company, a £1M valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.