Imagine craving a cup of coffee that’s bold, flavorful, and anything but ordinary. You reach for a jar of Little’s Coffee, twist open the lid, and the aroma of vanilla, hazelnut, or even Irish cream fills the air. That’s the everyday magic this family-run brand brings to kitchens across the UK. Thanks to their appearance on Dragons’ Den, even more households are now getting a taste.
Founded in 1990 and now run by Will Little and his wife Caro, Little’s Coffee specializes in flavored instant coffee, Nespresso-compatible pods, and ground blends. The brand stepped into the national spotlight in February 2025 during Season 22 of Dragons’ Den. Will pitched for £80,000 in exchange for 2 percent equity and walked away with a deal from Steven Bartlett, who offered £80,000 for 5 percent.
In this article, we’ll explore Little’s Coffee’s current net worth, their journey from family startup to retail powerhouse, and how the Dragons’ Den deal helped spark new growth.
What Is Little’s Coffee’s Net Worth?
As of April 2025, Little’s Coffee is estimated to be worth over £2 million. This is a notable increase from their original £1.6 million valuation during the Dragons’ Den pitch.
This growth is supported by a surge in customer demand, expanded product formats, and a growing presence in major retailers such as Tesco, Sainsbury’s, Waitrose, and Harrods. Although exact financial figures have not yet been made public, the company’s next financial accounts are due by the end of 2025. All signs suggest that Little’s Coffee has outpaced its previous valuation.
In summary, the brand’s net worth has likely surpassed £1.6 million due to increased exposure and strategic expansion.
How Little’s Coffee Started
Little’s Coffee began with a simple yet brilliant idea.
In 1990, Henry and Leila Little were inspired by flavored coffee during a trip to California. They returned home to Devon and launched a small family-run coffee business with the goal of transforming the bland UK coffee scene.
Their son, Will Little, eventually took the reins, leading the company alongside his wife, Caro. Together, they built a brand that offers flavored instant coffee, ground coffee, and coffee pods. Their goal was to make premium coffee fun, accessible, and convenient.
By the time they appeared on Dragons’ Den, Little’s Coffee was already stocked in over 1,600 retail outlets across the UK and exported to 25 countries. Their eco-friendly glass jars and unique flavors had already attracted a loyal customer base.
Journey on Dragons’ Den
Will Little appeared on Dragons’ Den in February 2025 with a clear goal. He asked for £80,000 in exchange for 2 percent of the business.
The Dragons were impressed. All four, Steven Bartlett, Peter Jones, Touker Suleyman, and Sara Davies , made offers. This kind of unanimous interest is rare and showed their strong confidence in the brand.
Will accepted Steven Bartlett’s offer of £80,000 for a 5 percent stake. He chose Steven for his energy, marketing expertise, and alignment with the brand’s vision. The deal was finalized, and the experience gave Little’s Coffee both funding and a powerful boost in credibility.
@wearelittles Unreal scenes in the den and tense negotiations 👀🐉📺 #dragonsden #littlescoffee #stevenbartlett #biggerthancoffee #littles #dragonsdenclips #wearelittles #dragonsdenuk ♬ original sound – wearelittles
What Happened After Dragons’ Den?
The impact of appearing on Dragons’ Den was immediate and powerful.
Little’s Coffee saw a sharp increase in online orders, leading to temporary shipping delays. The team responded quickly by improving their logistics and customer service. As of April 2025, they fulfill orders within 48 to 72 hours, with deliveries handled by EVRi and DPD.
Beyond the logistics, the company also expanded its product line. In early 2025, they introduced 500-gram formats, designed for offices, catering businesses, and large households. This move helped them tap into new markets and meet the needs of bulk buyers.
While details of Steven Bartlett’s involvement remain private, his reputation suggests that he may be offering ongoing mentorship and strategic guidance behind the scenes.
Revenue Streams and Business Model
Little’s Coffee has created a well-rounded business model with multiple revenue streams:
- Retail Sales: Their products are available in top UK retailers, including Tesco, Sainsbury’s, Waitrose, Harrods, Holland & Barrett, Booths, and Whole Foods Market.
- E-Commerce: They sell directly to consumers through their website and Amazon, offering exclusive bundles, including products featured on Dragons’ Den.
- International Sales: The brand exports to 25 countries, showing strong global demand.
- B2B Expansion: The introduction of larger 500-gram jars positions the brand well for sales to offices and hospitality providers.
This combination of retail, online, and business-to-business sales has helped the company grow steadily and remain resilient.
Challenges and Success Factors
Like any fast-growing brand, Little’s Coffee has faced some challenges.
The biggest challenge after Dragons’ Den was managing the sudden increase in demand. This caused delays in order fulfillment, but the team acted quickly to improve operations and meet customer expectations.
Another challenge has been customer satisfaction. While many buyers love the unique flavors, others have shared mixed reviews about taste consistency. These responses highlight the importance of balancing flavor innovation with quality control.
On the other hand, several factors have contributed to the company’s success. These include strong retail partnerships, an engaging brand story, eco-friendly packaging, and a clear commitment to quality. The added exposure and support from Steven Bartlett have also played a key role in accelerating their growth.
Little’s Coffee has used its Dragons’ Den appearance as a launchpad to grow its brand and reach new audiences. The company continues to expand, launching new products and navigating challenges with agility.
As of April 2025, Little’s Coffee is an active, thriving business. Its net worth has likely grown beyond the original £1.6 million valuation, thanks to strong sales, new formats, and ongoing retail partnerships. The company is on a clear path toward long-term success.
What’s your favorite flavored coffee? Let us know in the comments, and check out our other stories on standout businesses from Dragons’ Den.
