Ever wondered what it’s really like to step into the Dragons’ Den? For Dylan and Louise, the co-founders of Poppy’s Picnic, it was a life-changing leap. With their beloved schnauzer Poppy by their side, they pitched their raw dog food brand to the UK’s most well-known business minds – and walked away with four investment offers.

In this exclusive interview with Jane Michaels from the BBC, they share the full story – from applying and preparing, to filming, fundraising and what happened after the episode aired.

Interview with Dylan and Louise

Jane: Let’s start at the very beginning. What made you decide to apply for Dragons’ Den?

Dylan: It really came out of nowhere. We’d launched the business the year before and were looking to raise investment and scale. A few people had suggested Dragons’ Den, kind of half-joking, and one evening I just thought, why not? I filled out the online application without telling many people.

Louise: We honestly didn’t expect to hear back. But then the call came. From there, it moved very quickly. The producers were thorough from the start. They ask for everything – financials, brand backstory, evidence for any claims you make. They want to make sure you’re a real business, not just a good pitch.

Jane: So once you were accepted, how did you get ready?

Dylan: Preparation took over our lives. We had to learn our pitch word-for-word, rehearse potential questions, get our numbers watertight. At the same time, we were still running the business. It was a lot.

Louise: We weren’t allowed to tell anyone what we were doing, so we’d be rehearsing late at night in the kitchen, trying to second-guess what each Dragon might ask. We wanted to come across as confident, but also genuine. You don’t get a second chance in there.

Jane: Tell me about the day of filming. What was it like walking into the Den?

Dylan: It was surreal. We were taken to this enormous warehouse studio, and from the moment we arrived, everything was hush-hush. No phones, no clocks, no contact with the outside world. You’re in a green room, waiting for your turn, and the wait is long. We were there nearly ten hours before we were called up.

Louise: When they finally call you, it’s immediate. You’re in the lift, heart pounding, and then the doors open. There’s no retake. You just walk straight in and begin.

Dylan: What people don’t realise is that we were in front of the Dragons for over two hours. It’s not a quick pitch and a few questions. They ask everything – margins, manufacturing, delivery logistics, customer acquisition. We were challenged from every angle.

Louise: But when the episode aired, only 18 minutes made it to screen. It’s a very edited version of the full experience. It was exhausting, but also exhilarating. And Poppy stole the show, obviously.

Jane: And you ended up with four offers?

Dylan: We did. That was a complete shock. We’d hoped for one, maybe two if things went really well. But when they all started making offers, it felt like time stopped. We went with Deborah Meaden in the end. She understood the brand, she loves animals, and she brought the right kind of strategic thinking.

Louise: You leave the studio buzzing. But you’re not allowed to tell anyone what happened. You just go back to real life and keep it a secret. That was harder than we expected.

Jane: What happened in the lead-up to the episode airing?

Dylan: The BBC let you know a couple of weeks in advance, and when that call came through, we knew we had to act fast. We had planned a CrowdCube campaign to go live at the same time. We wanted to raise investment from the public while we had national exposure.

Louise: We also knew our website wouldn’t cope with the traffic. So we took it offline during the broadcast and replaced it with a single holding page that sent people straight to our fundraising page.

Dylan: It worked. The traffic was massive. The response was incredible. People rushed to invest, we had hundreds of orders, and the brand went from small and growing to suddenly national. It was overwhelming in the best way.

Jane: What’s life been like since the episode aired?

Louise: The exposure changed everything. Retailers got in touch, we were invited to events, and our inbox went crazy. The Deborah partnership helped too. She pushed us to refine how we communicated our values and sharpen up the business side of things.

Dylan: It opened doors we didn’t even know existed. And people genuinely responded to our story. It wasn’t just about the food – it was the belief that our pets deserve better, and we were trying to offer that.

Jane: What would you say to anyone thinking of applying?

Dylan: Do it – but make sure you’re ready. Know your numbers inside out. That includes margins, profit, growth forecasts, customer costs, everything. And rehearse your pitch until you can say it backwards. Then rehearse answering questions. You can’t just wing it.

Louise: Be yourself. The Dragons don’t want a performance. They want the real story, with clarity and honesty. And have a plan in place in case your episode does air. The exposure is huge. You need to be able to handle the wave that comes with it.

Dylan: Also, if you can bring a dog like Poppy, definitely do. She gave us a moment of lightness right when we needed it. Total professional.

Jane: Thank you both so much. It’s brilliant to hear the full story from the other side of the screen.

Dylan: Thanks for having us.

Louise: And if anyone’s thinking of applying – go for it. It might just change your life.

Discover the Food That Started It All

At Poppy’s Picnic, we believe dogs deserve real, fresh food. That’s why we’ve created a range of award-winning raw meals made with British meat, natural ingredients and zero nasties. From our easy-serve MIGHTY MINCE to bite-sized POWER BALLS and energy-packed RAW POWER meals, there’s something for every dog.

Whether you’re new to raw or looking to upgrade your dog’s dinner, explore our full range at poppyspicnic.co.uk and see the difference fresh can make.