Dragon's Den pitch 'scary but amazing', says Devon coffee boss
2025-02-07
Category: entertainment

The boss of a Devon-based coffee company said his BBC Dragon's Den pitch was the most "terrifying thing" he had ever done.Will Little, managing director of Little's Coffee based in Willand, near Cullompton, said he felt "sheer terror" during the pitch which landed him a deal with Plymouth-raised businessman Steven Bartlett.The entrepreneur said the feedback from the TV Dragons was "overwhelmingly positive",  adding Mr Bartlett was a "really good fit" for the instant coffee brand."Overall, the experience was actually amazing. Scary, but amazing," he said.
'Most terrifying'
Mr Little said the family-run business was started by his parents more than 35-years ago.The entrepreneur received offers from all four of the Dragons but accepted a business deal with Mr Bartlett who offered Mr Little £80,000 for a 5% stake in the business. "It was the most terrifying thing I've ever done," he told BBC Radio Devon."It's really surreal watching it back."
World's biggest coffee brand
Dragon and businessman Peter Jones sampled the product and said it was the "best tasting" coffee he had ever experienced, adding he believed the brand could be "the biggest brand in coffee in the world".Mr Little said Mr Bartlett was going to "catapult" the business."I think there was a little bit of affinity there because we're both south west boys," he added."We have come in to two months worth of orders...we're expecting a busy weekend."Everything's going well and we're really excited to be working with him and the team."
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