It all started with a sizzling problem. Most barbecue seasonings on the market were packed with preservatives and lacked bold, authentic flavor. Brothers Brendon and Jaydon Manders were tired of settling for less when grilling in their Birmingham backyard. So, they rolled up their sleeves, blended spices in their kitchen, and turned their family tradition into a full-blown business.
That passion brought them to the Dragons’ Den stage in February 2025. Their emotional pitch secured a £90,000 investment from guest Dragon Emma Grede for a 20 percent stake in their company, LumberjAxe Food Company. The deal valued the company at £450,000 and marked a major milestone for the young entrepreneurs and their fast-growing brand of natural BBQ seasonings and sauces.
What is LumberjAxe Food Company’s Net Worth?
As of February 2025, the latest estimated net worth of LumberjAxe Food Company is £450,000.
This figure is based on the investment deal made during their Dragons’ Den appearance, where Emma Grede offered £90,000 for 20 percent equity. Before that, the business was valued at £250,000 in late 2024. That figure was supported by reported revenues of £150,000 and a growing retail presence.
The increase in valuation reflects investor confidence and the brand’s solid foundation. Although financial statements after the investment have not yet been released, the £450,000 valuation remains the most accurate and current estimate as of April 9, 2025.
How LumberjAxe Food Company Started
LumberjAxe was founded in 2020 in Quinton, Birmingham, during the COVID-19 lockdown. Brendon and Jaydon started with just £100 each, mixing spices in their family kitchen. They bottled memories of backyard barbecues inspired by their late grandfather’s brick-built grill. Their goal was to bring back bold, smoky flavors using simple ingredients with no preservatives.
From these modest beginnings, they created a product line of all-natural seasonings and sauces.
These are designed for use in ovens, air fryers, and traditional BBQ grills. Popular options like Sweet Barbecue and Hot Buffalo quickly gained attention from home cooks and barbecue enthusiasts.
Journey on Dragons’ Den
LumberjAxe made its television debut on February 21, 2025, during Season 22 of Dragons’ Den.
The brothers shared their story with the panel. They explained how they started with just £200 and grew the business to £150,000 in revenue. By then, their products were stocked in over 70 stores, including Selfridges.
Their honesty and drive impressed the Dragons, especially 21-year-old Jaydon, who was praised for his business vision. Guest Dragon Emma Grede, well known for her work with global brands, decided to invest in them. She offered £90,000 in exchange for 20 percent equity, giving the company a £450,000 valuation. Brendon and Jaydon accepted the deal immediately.
Brendon, a father of five and former barber, became emotional during the pitch. Viewers connected with their heartfelt story. After the show, the brothers shared their excitement, saying,
“Emma’s investment and mentorship are a game-changer. Her support will help us elevate our brand and make our vision a reality.”
@bbc They did so well 👏 #DragonsDen #DragonsDenPitch #EmmaGrede #DeborahMeaden #StevenBartlett #SaraDavies #PeterJones #ToukerSuleyman #Entrepeneur #Investment #Business #BBQ #HotSauce ♬ original sound – BBC
What Happened After Dragons’ Den?
Since the episode aired, the company has continued to grow.
Their website remains active, prominently displaying the message “As Seen on Dragons’ Den.”
They offer various product bundles, including the Dragons’ Den Bundle, which contains six seasonings and three sauces.
Although there have been no official announcements about new retail partnerships, their online store remains strong. They offer free UK shipping and encourage customers to subscribe for updates and discounts.
The brand also received a wave of community support. Local news outlets and social media users praised them for putting Birmingham on the map. This positive attention may help strengthen customer loyalty and increase brand visibility.
Revenue Streams and Business Model
LumberjAxe Food Company generates income through both online and retail sales.
- E-commerce: Products are available through their official website, making them accessible to customers across the UK and internationally.
- Retail Presence: Their seasonings and sauces are stocked in over 70 physical stores, including Selfridges.
- Product Bundles: Value-packed bundles encourage larger orders and offer more convenience to customers.
- Brand Visibility: Their Dragons’ Den appearance has significantly boosted recognition and trust in the brand.
Currently, they do not offer a subscription model or international retail partnerships. However, these areas may become part of their strategy as the business expands.
Challenges and Success Factors
Building a food business from scratch presents many challenges. The Manders brothers began with no outside funding and limited experience. They overcame hurdles such as sourcing ingredients, ensuring quality, and entering competitive retail markets.
Their current success can be attributed to several factors:
- Authentic storytelling that resonates with customers
- High-quality, preservative-free products
- A clear understanding of their target audience
- The mentorship and exposure gained through Dragons’ Den
Conclusion
LumberjAxe Food Company has grown from a kitchen start-up to a promising food brand. With a valuation of £450,000 and growing support from customers and investors, they are well-positioned for further success.
As of April 2025, Brendon and Jaydon are actively working on expanding their presence in stores and online. Their journey is a powerful reminder that determination and passion can turn a family recipe into a thriving business.
What do you think of their story? Have you tried their sauces or seasonings? Share your thoughts below or explore more stories about rising entrepreneurs from Dragons’ Den.