Thursday 22nd February 2024, gourmet gummy sweet company, Tasty Mates, was seen on BBC’s Dragons’ Den. The episode saw one of the founders, Joe Woolf, achieve a £60,000 investment from British entrepreneur, Peter Jones CBE.

Tasty Mates launched in February 2021, after co-founder Joe noticed a gap in the confectionary market focussing on a better for you and better for the planet alternative in the gourmet space. 

The brand’s core focus is promoting Meaningful Moments with Mates, something Dragon Deborah Meaden may have taken too literally, with her questioning whether the brand was ‘selling edible condoms’.

The original request saw Tasty Mates ask for £60,000 in return for 4% of the company. However, after two hours of questioning, lead Dragon, Peter Jones CBE, offered Tasty Mates a deal 16% higher than their original request. 

After much deliberation, they accepted Peter’s offer of £60,000 for 15% of the company (if the money was repaid), with both parties walking away with a “sweet” deal.

Tasty Mates puts purpose to the forefront, with their vegan ‘jelly’ style product, opening a new space within the gourmet gummy sweet market.

Since their creation, Tasty Mates has raised capital of £500,000, and has previously been seen in WH Smith stores around the UK. 

Additional partnerships feature a Paddington Bear range, and a new flavour launching later this month with entrepreneur and influencer, Simon Squibb. 

“After watching Dragons Den since the age of nine, just being in the studio was a pinch me moment. With adrenaline running through my body, catching Sara’s eye and seeing her smile, as I walked out the lift, settled my nerves immediately. The feedback in the Den was incredible and to have Peter’s vote of confidence in the brand and myself, left us really excited about what the future holds for Tasty Mates.”

Tasty Mates co-founder, Joe Woolf

Watch the episode on BBC iPlayer.

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About Tasty Mates

Tasty Mates was founded by two mates – Joe and Nick – who sought to portray their mates in sweets. That’s why each packet of Tasty Mates has a unique flavour relating to a personality trait found in a friendship group. Whether you’re one half of The Perfect Pear, or The Berry Funny One, in the group, there is a flavour for you… and if there isn’t yet… watch this space!

Tasty Mates aim to promote Meaningful Moments with Mates, through the brand, sampling campaigns, events and more the brand remind their audience to grab a pack of sweets and have a sweet, sweet time with their mates.

Tasty Mates set up their ‘Mates in Need’ initiative which focuses on charitable partners, their role in promoting ‘Meaningful Moments with Mates’, and their eco mission: https://www.tastymates.co.uk/pages/mates-in-need