Super U
DealOrganic foods supplier
Super U, the organic foods supplier, landed on the national radar after pitching the dragons in Season 18, and walked out with a deal.
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From the show
The Dragons’ Den pitch
- £50K
- Asked for
- 6%
- Offered equity
- £833K
- Sought valuation
- —
- Deal amount
- —
- Deal equity
- —
- Deal valuation
Sean Ali and Charlotte Bailey faced the dragons in Season 18, Episode 2 in the episode that aired 8 April 2021. Super U, the organic foods supplier, pitched in the Food & Drink category, one of 55 food & drink businesses to brave the Den across all 21 seasons.
They came in asking £50,000 in exchange for 6% equity, putting a £833K valuation on the business.
A deal was struck.
Across Season 18, 35 of 70 pitches ended in a handshake. In the Food & Drink category overall, roughly 93% of pitches have landed a dragon across the show's history.
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Frequently asked questions
Where can I buy Super U?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Super U get a deal on Dragons’ Den?
Yes. Super U closed a deal.
What season of Dragons’ Den was Super U on?
Super U appeared in Season 18, Episode 2, which aired 8 April 2021.
How much was Super U asking for on Dragons’ Den?
The founders asked for £50,000 for 6% of the company, a £833K 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.
