10 Most Successful Dragons’ Den Products of All Time
Discover the 10 most successful Dragons’ Den products, from Reggae Reggae Sauce to Tangle Teezer, huge profits and big wins.
Since its launch, Dragons’ Den has been the ultimate proving ground for ambitious entrepreneurs hoping to turn their dreams into reality. Over the years, the show has introduced the world to some game-changing products, some of which have gone on to achieve extraordinary success.
From innovative gadgets to household essentials, these businesses have leveraged the power of the Den to grow into multi-million-pound brands. Let’s take a look at the 10 most successful products ever to emerge from Dragons’ Den.
1. Reggae Reggae Sauce – The Fiery Success Story
When Levi Roots entered the Den in 2007, he brought a guitar, a song, and a secret family recipe for Reggae Reggae Sauce. Despite initial skepticism, he secured a £50,000 investment from Peter Jones and Richard Farleigh in exchange for 40% equity.
Post-show, Sainsbury’s stocked his sauce nationwide, and sales skyrocketed.
Today, Reggae Reggae Sauce is a staple in UK supermarkets, and Levi has expanded into ready meals, snacks, and even cookbooks. His business is now worth millions, proving that personality and product go hand in hand.
2. Magic Whiteboard – The Office Essential
Husband-and-wife duo Neil and Laura Westwood pitched Magic Whiteboard, a portable, static whiteboard sheet that sticks to walls without nails or glue. Theo Paphitis and Deborah Meaden invested £100,000 for 40% equity.
After their episode aired, the product became a best-seller, particularly in offices and schools. In 2014, the founders bought back full control of their company, and sales continue to thrive, proving that simple innovations can lead to massive success.
3. Trunki – The Ride-On Suitcase Revolution
Rob Law’s Trunki suitcase, a ride-on suitcase for kids, was infamously rejected by the Dragons, with Theo Paphitis breaking a prototype live on air. But despite leaving without investment, Trunki became a global sensation, selling over 4 million units in more than 100 countries.
The company, valued at over £9.5 million, is a textbook case of how rejection on Dragons’ Den doesn’t necessarily mean failure.
4. Chocbox – The Electrical Safety Innovation
Peter Moule pitched Chocbox, a simple yet revolutionary plastic box for safely storing electrical connections.
He secured £150,000 from James Caan and Duncan Bannatyne and quickly sold the product rights for £25 million. It remains one of the biggest financial success stories in Dragons’ Den history.
5. Tangle Teezer – The Hairbrush That Took the World by Storm
Shaun Pulfrey’s Tangle Teezer, an innovative detangling hairbrush, was rejected by all Dragons in 2007. However, after the show, Pulfrey self-funded his idea, and the Tangle Teezer became a global bestseller, loved by celebrities and hair professionals.
The business is now worth over £200 million, proving that rejection is sometimes the best motivation.
6. BrewDog – The Craft Beer Empire (Unofficial Den Story)
While BrewDog technically didn’t receive an investment from the Dragons, co-founder James Watt has claimed they once pitched and were turned down. That didn’t stop them; BrewDog became a craft beer powerhouse, valued at over £2 billion, with bars worldwide and a fanatical customer base.
However, recent reports suggest the company has faced controversy over its workplace culture and financial practices.
7. GripIt Fixings – The DIY Game-Changer
Teen entrepreneur Jordan Daykin wowed the Dragons with his plasterboard fixing solution, securing an £80,000 investment from Deborah Meaden. The company expanded globally and, at its peak, was valued at £20 million.
However, in 2020, GripIt Fixings faced financial difficulties and entered administration, highlighting the challenges of scaling a business even after securing investment. Fortunately, as of 2025, the company is back on track and running well.
8. Skinny Tan – The Beauty Brand That Took Off
Louise Ferguson and Kate Cotton impressed the Dragons with their natural, streak-free tanning product, Skinny Tan. They secured a deal with Kelly Hoppen, and after the show, the brand exploded.
It was later acquired for millions, with the duo making a huge exit profit. Today, the brand remains a major player in the beauty industry.
9. Wonderbly – Personalized Books That Captivated Millions
Wonderbly (formerly Lost My Name) creates personalized children’s books. The founders received £100,000 from Piers Linney for 4% equity.
The company went on to sell millions of books worldwide, generating tens of millions in revenue and partnering with major retailers like Amazon and John Lewis.
10. Mainstage Travel – The Festival Travel Success
Another unconventional Dragons’ Den success story, Mainstage Travel, specializes in festival holiday packages.
They secured investment from Peter Jones and Theo Paphitis, growing into one of the UK’s leading festival travel brands. Although the company faced challenges in later years, it is currently running well.
What Can We Learn from These Success Stories?
From Reggae Reggae Sauce to Tangle Teezer, these businesses prove that innovation, resilience, and the right investment can turn an idea into a global brand. Some, like Trunki and Tangle Teezer, thrived despite rejection, while others flourished under the mentorship of the Dragons.
However, some brands, like GripIt Fixings, faced setbacks despite initial success, showing that long-term sustainability is key. One thing’s clear: Dragons’ Den continues to be a launchpad for some of the most successful products in modern retail.
Which of these Dragons’ Den success stories do you find most inspiring? Let us know in the comments!
