Pure Pet Food
No DealAir dried dog food
Pure Pet Food is a air dried dog food that got its big break on Dragons’ Den in Season 12, where it won fans even without landing a deal.
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From the show
The Dragons’ Den pitch
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- Asked for
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- Offered equity
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- Sought valuation
Founder Daniel Eha and Matthew Cockroft stepped onto the carpet in Season 12, Episode 2 in the episode that aired 27 July 2014. Pure Pet Food, the air dried dog food, pitched in the Other category, one of 909 other businesses to brave the Den across all 22 seasons.
No deal. Every dragon declined, and Pure Pet Food 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 12 saw 65 pitches, and 20 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 Pet Food still in business?
Read our 2026 update on where the company is now.
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Frequently asked questions
Where can I buy Pure Pet Food?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Pure Pet Food get a deal on Dragons’ Den?
No. Pure Pet Food pitched the dragons but left Season 12 without a deal.
What season of Dragons’ Den was Pure Pet Food on?
Pure Pet Food appeared in Season 12, Episode 2, which aired 27 July 2014.
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