Tinie Tempah to sit on Dragons' Den as founders pitch sea moss, protein cookies and more
tinie tempah will appear as a guest dragon on Dragons' Den tonight, joining the regular panel to judge a lineup of startups that includes sea moss supplements, a five‑a‑side corporate football league and a high‑protein, low‑sugar cookie brand with a recent troubled history. His presence brings extra attention to entrepreneurs trying to win backing on the show.
The episode pairs the new guest with Peter Jones, Deborah Meaden, Steven Bartlett and Touker Suleyman as founders step through the den. The first pitch comes from brothers Alex and Sean Brassil, founders of Jnck Bakery, who launched a chewy, high‑protein, low‑sugar cookie brand in 2023 and had stocked products in hundreds of Tesco shops before the business later entered administration with debts of more than £250, 000.
Other founders on the same episode include the organiser of Business Fives, a company that has run five‑a‑side football tournaments, golf days and mixed touch rugby events for professionals since 2016 and donates 10% of its revenue to charity, and a firm that makes adaptive gripping aids, launched in 2007, whose most popular product was originally designed in the late 1990s.
Jnck Bakery’s founders have signalled a fresh direction: the brothers are preparing to launch a new electrolyte brand called Lyte On later this month. The appearance on Dragons' Den comes after Jnck’s earlier rapid growth — the cookies were sold in the fresh bakery section of major supermarkets and were developed using pea protein, prebiotic fibre and the company’s own low‑sugar chocolate.
Tinie Tempah joins the dragons for a night of varied pitches
Known for co‑founding the entertainment agency and record label Disturbing London, Tinie Tempah also runs a publishing company and creative agency and has invested in property and tech startups. The 37‑year‑old has said he wants to be seen as more than just a performer and has framed business as a means to create social mobility for himself and his family. "If you don’t build your own dream, you’ll just end up helping someone else build theirs, " he said when discussing his approach to business.
From a supermarket success story to voluntary liquidation
Jnck Bakery’s trajectory will be one of the most closely watched on the episode. The brand, which developed four flavours and positioned itself against mainstream cookies with claims of far lower sugar and higher protein and fibre, raised investment and secured supermarket listings before being delisted and entering voluntary liquidation with escalating debts. The brothers, who previously worked in nutrition and sales roles at other firms, have described the experience as difficult but say they are moving on with a new venture.
Across the episode, the range of pitches underlines the diversity of businesses seeking investment: a corporate five‑a‑side league that stages charity events across the UK and Ireland, adaptive aids for people with reduced hand mobility, and a sea moss supplements startup among others.
Tonight’s broadcast will offer viewers a chance to see how the Dragons — with Tinie Tempah joining the panel — respond to businesses at very different stages, from established retail listings to early‑stage service concepts. After the show airs, the Brassil brothers plan to launch Lyte On later this month, marking their next confirmed step following Jnck Bakery’s closure.
