If you tuned into Dragons’ Den last night, you’d have witnessed Hot Diggidy Dog’s very own Simon Llewellyn achieve his burning ambition to pitch in the Den. Feeling the heat with the eyes of Dragons’ Deborah Meaden, Peter Jones, Nick Jenkins, Sarah Willingham and Touker Suleyman upon him, Simon didn’t lose his cool as he relayed to them the success story that is Hot Diggidy Dog.
Dragon Sarah Willingham awakened her tastebuds as she dived into the original pepper sauce without warning, adding some welcome humour to the pitch. Having built the brand since its origination in 2009, Simon (and Earl!) have come a long way from selling hot sauce from the back of a van. Having secured distribution contracts with Tesco and Asda, Hot Diggidy Dog now retails in outlets across the UK and Simon was eager to portray the brand’s successes in a competitive marketplace during his time in the Den.
Although the Dragons weren’t committed to investing in Hot Diggidy Dog, they showed a keen interest in the products and offered Simon a wealth of advice, all of which he has now taken on board and has been acting on since the show was filmed in May.
To watch Simon pitch, tune in to the Dragons’ Den episode on iPlayer.