Foam Aroma UK

No Deal

A redesigned takeaway coffee lid

Season 14 · Ep 5 OtherAired 21 August 2016

Foam Aroma UK is a a redesigned takeaway coffee lid that got its big break on Dragons’ Den in Season 14, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£80K
Asked for: 15%
Offered equity: £533K
Sought valuation

Founder Tom Bell and Craig Bailey stepped onto the carpet in Season 14, Episode 5 in the episode that aired 21 August 2016. Foam Aroma UK, the a redesigned takeaway coffee lid, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £80,000 for 15% of the company, an implied valuation of £533K.

No deal. Every dragon declined, and Foam Aroma UK 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 14 saw 70 pitches, and 21 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 Foam Aroma UK?

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

Did Foam Aroma UK get a deal on Dragons’ Den?

No. Foam Aroma UK pitched the dragons but left Season 14 without a deal.

What season of Dragons’ Den was Foam Aroma UK on?

Foam Aroma UK appeared in Season 14, Episode 5, which aired 21 August 2016.

How much was Foam Aroma UK asking for on Dragons’ Den?

The founders asked for £80,000 for 15% of the company, a £533K 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.