Jollof Box

No Deal

Gourmet West African cuisines

Season 16 · Ep 7 OtherAired 4 November 2018

Jollof Box is a gourmet west african cuisines that got its big break on Dragons’ Den in Season 16, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£75K
Asked for: 15%
Offered equity: £500K
Sought valuation

Founder Matthew and Sade Howell stepped onto the carpet in Season 16, Episode 7 in the episode that aired 4 November 2018. Jollof Box, the gourmet west african cuisines, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £75,000 for 15% of the company, an implied valuation of £500K.

No deal. Every dragon declined, and Jollof Box 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 16 saw 62 pitches, and 29 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 Jollof Box?

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

Did Jollof Box get a deal on Dragons’ Den?

No. Jollof Box pitched the dragons but left Season 16 without a deal.

What season of Dragons’ Den was Jollof Box on?

Jollof Box appeared in Season 16, Episode 7, which aired 4 November 2018.

How much was Jollof Box asking for on Dragons’ Den?

The founders asked for £75,000 for 15% of the company, a £500K valuation.

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