Dragons Den

What would your business do with £25,000? This year's Bread & Jam brings you our own version of Dragons' Den. Pitch your business to our panel of experienced mentors with the know-how, network and proven track record to take your business to the next level. Our Dragons are looking specifically for early stage, startup brands so if you're just starting out as a food and drink entrepreneur, this is your chance to get in front of some of the best minds in the industry.


Giles Brook

  • CEO of Vita Coco

  • Bear & Urban Fruit

  • UK & Ireland commercial director and general manager Innocent drinks

  • United Biscuits


Richard Horwell

  • Over 30 years of global experience building brands with Brand Relations

  • Pret Juices, Cano Water, Cold Press Juice, Press'D, and more

  • 82 brands launched and managed since 2008


John Stapleton

  • Over 25 years of experience starting and scaling new food brands

  • Little Dish, New Covent Garden Soup Co

  • Shareholder and advisor to Nix & Kix, Spoon Cereals, Capsicana, WheyHey


Sunna Van Kampen

  • Founder of LVK - the ethical incubator for food and drink brands

  • LVK brands include: Percol Coffee, nucao, The Dorset Dairy Co and Tonic Health

  • Led sales and marketing teams in Piccolo, Virgin, Barclays

how it will work

  1. Apply to get in front of our Dragons using the link below.

  2. Deadline for applications is Thursday 27th September 2018

  3. Six brands will be chosen to pitch to our Dragons on Friday 5th October.

  4. You will be told on Tuesday 2nd October if you have been shortlisted.

  5. You must have a ticket to Friday's Bread & Jam to apply.

what you could get

  • £25,000 investment in the form of an Advance Subscription Agreement whereby the Dragons invest cash at an early stage and are issued with shares later.

  • £10,000 branding and design support from Brand Relations.

  • A year's mentoring and support from our Dragons.

  • Sales and business development support from LVK.

  • Featured as THE brand to watch in 2018 at Bread & Jam

for early stage brands doing something innovative