Tinie Tempah to Join Dragons’ Den as Jnck Bakery’s Collapse and New Pitches Take Centre Stage
Tinie Tempah will appear as a guest Dragon on Dragons’ Den tonight, joining the regular panel to appraise a line-up of startups that includes the founders behind the collapsed Jnck Bakery and a sea moss supplements pitch.
Tinie Tempah steps into the den
Tinie Tempah takes a guest seat alongside the returning Dragons to evaluate the latest entrepreneurs. He has described his shift into business as putting more value into the world than simply performing, and he arrives with a track record of investing in areas beyond music, including property and tech startups. On the show he will help decide which ideas merit investment as founders make their cases in front of the panel.
Jnck Bakery’s collapse and a pivot to Lyte On
One of the episode’s most closely watched appearances comes from brothers Alex and Sean Brassil, who pitched a high-protein, low-sugar cookie brand. The cookies were stocked in more than 500 Tesco stores after launch, but the business was later delisted and entered voluntary liquidation with debts of more than £250, 000. The brothers had raised significant funding for the venture, and the business’s rapid reversal has left them preparing a fresh project: a new electrolyte brand called Lyte On.
The Jnck Bakery products were marketed as a healthier sweet treat made using pea protein, prebiotic fibre and an in-house low-sugar chocolate, and they were available in several flavours. Despite early supermarket distribution, the brothers say changing retail fortunes and delisting played a central role in the firm’s financial decline. Now they are returning to the Dragons’ Den lift with a new proposition after the closure of their bakery business.
Other pitches on the night: sea moss, adaptive grips and corporate sport
The episode’s docket also features a sea moss supplements startup alongside a range of other founders pitching a variety of concepts. Viewers will see a business offering adaptive gripping aids designed for people with reduced hand mobility, and a corporate five-a-side football league that organises charity tournaments for professionals. Earlier in the show, a pair of founders presented a high-protein, low-sugar cookie concept that aimed to offer a healthier take on bakery treats.
Tinie Tempah will be in the room as those founders seek capital and mentorship. The breadth of pitches — from nutrition and supplements to accessibility products and corporate sport events — gives the guest Dragon and his colleagues a wide set of commercial models to interrogate, testing market demand, distribution risk and the resilience of founders who have already navigated highs and lows in retail and fundraising.
Tonight’s episode frames a familiar tension for investors: balancing potentially disruptive product ideas against the practical challenges of retail listings, supply and sustaining revenue. For the Brassill brothers, the move from a supermarket presence to liquidation and then onto a new venture underlines that cycle — and it ensures their return to the Dragons’ Den will be one of the episode’s focal points as Tinie Tempah and the panel weigh whether to back their next chapter.
