Pure Heavenly Limited
DealReduced Sugar Vegan and Gluten Free Chocolate
Pure Heavenly Limited is a reduced sugar vegan and gluten free chocolate that got its big break on Dragons’ Den in Season 17, and walked out with a deal.
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From the show
The Dragons’ Den pitch
- £75K
- Asked for
- 20%
- Offered equity
- £375K
- Sought valuation
- —
- Deal amount
- —
- Deal equity
- —
- Deal valuation
Founder Stephen Conway stepped onto the carpet in Season 17, Episode 7 in the episode that aired 22 September 2019. Pure Heavenly Limited, the reduced sugar vegan and gluten free chocolate, pitched in the Other category, one of 909 other businesses to brave the Den across all 22 seasons.
The ask was £75,000 for 20% of the company, an implied valuation of £375K.
A deal was struck.
Season 17 saw 69 pitches, and 26 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.
Is Pure Heavenly Limited still in business?
Read our 2026 update on where the company is now.
Sold on Pure Heavenly Limited?
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Frequently asked questions
Where can I buy Pure Heavenly Limited?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Pure Heavenly Limited get a deal on Dragons’ Den?
Yes. Pure Heavenly Limited closed a deal.
What season of Dragons’ Den was Pure Heavenly Limited on?
Pure Heavenly Limited appeared in Season 17, Episode 7, which aired 22 September 2019.
How much was Pure Heavenly Limited asking for on Dragons’ Den?
The founders asked for £75,000 for 20% of the company, a £375K valuation.
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