Magic Pizza
DealDevice designed to eliminate a 'soggy middle'
Best known from its Dragons’ Den appearance, Magic Pizza is a device designed to eliminate a 'soggy middle' in Season 6, and convinced Peter Jones and Theo Paphitis to invest.
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From the show
The Dragons’ Den pitch
- £50K
- Asked for
- 30%
- Offered equity
- £167K
- Sought valuation
- —
- Deal amount
- —
- Deal equity
- —
- Deal valuation
Raymond Smith walked into the Den in Season 6, Episode 6 in the episode that aired 25 August 2008. Magic Pizza, the device designed to eliminate a 'soggy middle', pitched in the Food & Drink category, one of 67 food & drink businesses to brave the Den across all 22 seasons.
On the carpet, the number was £50,000 for a 30% stake, which valued the company at £167K.
Peter Jones and Theo Paphitis teamed up.
Magic Pizza was one of 66 businesses to pitch in Season 6, where 14 deals got done. In the Food & Drink category overall, roughly 87% of pitches have landed a dragon across the show's history.
Is Magic Pizza still in business?
Read our 2026 update on where the company is now.
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Frequently asked questions
Where can I buy Magic Pizza?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Magic Pizza get a deal on Dragons’ Den?
Yes. Magic Pizza closed a deal, with Peter Jones and Theo Paphitis.
Which dragon invested in Magic Pizza?
Peter Jones and Theo Paphitis invested in Magic Pizza.
What season of Dragons’ Den was Magic Pizza on?
Magic Pizza appeared in Season 6, Episode 6, which aired 25 August 2008.
How much was Magic Pizza asking for on Dragons’ Den?
The founders asked for £50,000 for 30% of the company, a £167K valuation.
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