Spoon
DealBreakfast cereal
Spoon is a breakfast cereal that got its big break on Dragons’ Den in Season 12, and convinced Peter Jones and Deborah Meaden 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
Founder Johnny Shimmin and Annie Morris stepped onto the carpet in Season 12, Episode 2 in the episode that aired 27 July 2014. Spoon, the breakfast cereal, pitched in the Food & Drink category, one of 67 food & drink businesses to brave the Den across all 22 seasons.
The ask was £50,000 for 30% of the company, an implied valuation of £167K.
Peter Jones and Deborah Meaden teamed up.
Season 12 saw 65 pitches, and 20 of them closed a deal on air. In the Food & Drink category overall, roughly 87% of pitches have landed a dragon across the show's history.
Is Spoon still in business?
Read our 2026 update on where the company is now.
Sold on Spoon?
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Frequently asked questions
Where can I buy Spoon?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Spoon get a deal on Dragons’ Den?
Yes. Spoon closed a deal, with Peter Jones and Deborah Meaden.
Which dragon invested in Spoon?
Peter Jones and Deborah Meaden invested in Spoon.
What season of Dragons’ Den was Spoon on?
Spoon appeared in Season 12, Episode 2, which aired 27 July 2014.
How much was Spoon asking for on Dragons’ Den?
The founders asked for £50,000 for 30% of the company, a £167K valuation.
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