Notorious Nooch
No DealVegan seasonings and spices
Best known from its Dragons’ Den appearance, Notorious Nooch is a vegan seasonings and spices in Season 22, where it won fans even without landing a deal.
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From the show
The Dragons’ Den pitch
- £100K
- Asked for
- 20%
- Offered equity
- £500K
- Sought valuation
Samuel Fresco and Stephen Wildish walked into the Den in Season 22, Episode 11 in the episode that aired 9 October 2025. Notorious Nooch, the vegan seasonings and spices, 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 £100,000 for a 20% stake, which valued the company at £500K.
The dragons passed, and Notorious Nooch left without a deal. That's not always the end of the story. Some of Dragons’ Den's most successful companies were rejected on air and grew anyway, using the exposure (the "Dragons’ Den effect") to drive sales the dragons missed out on.
Notorious Nooch was one of 55 businesses to pitch in Season 22, where 32 deals got done. In the Food & Drink category overall, roughly 87% of pitches have landed a dragon across the show's history.
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Frequently asked questions
Where can I buy Notorious Nooch?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name. The company's official website is another option.
Did Notorious Nooch get a deal on Dragons’ Den?
No. Notorious Nooch pitched the dragons but left Season 22 without a deal.
What season of Dragons’ Den was Notorious Nooch on?
Notorious Nooch appeared in Season 22, Episode 11, which aired 9 October 2025.
How much was Notorious Nooch asking for on Dragons’ Den?
The founders asked for £100,000 for 20% of the company, a £500K 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.
