Tinie Tempah joins Dragons’ Den tonight to judge protein cookies and supplements
tinie tempah will appear as a guest Dragon on tonight's episode of Dragons' Den, taking a seat with the regular panel to evaluate a lineup that includes a high-protein, low-sugar cookie brand, sea moss supplements and adaptive gripping aids. The appearance matters because it pairs a visible music-and-investment figure with founders whose recent commercial histories include supermarket listings, a company closure and planned new launches.
Tinie Tempah in guest dragon seat
The guest appearance follows the artist’s public focus on business beyond performance and his role as an investor and entrepreneur. Coverage of his comments has highlighted that he sees business activity as a way to create broader value beyond standing on stage. His business background cited in public material includes co-founding an entertainment agency and record label and investing across property and tech ventures; he will use that experience when appraising founders on the programme.
Startups lined up for tonight's pitches
The episode brings several distinct pitches through the den doors. First are brothers Alex and Sean Brassil with a high-protein, low-sugar cookie brand called Jnck Bakery. The business launched in 2023 with chewy cookies made using pea protein, prebiotic fibre and an in-house low-sugar chocolate, sold in four flavours described as milky chocolate, “trippple” chocolate, white gold chocolate and white ruby chocolate. The brand claimed its products contained 90 per cent less sugar, 50 per cent less saturated fat, three times the protein and five times the fibre compared with mainstream alternatives.
Public coverage notes the brand secured spots in hundreds of Tesco shops in 2024 but later closed; phrasing in coverage varies, with some descriptions saying the company entered administration and other descriptions saying it entered voluntary liquidation, and coverage agrees the business closed with debts of more than £250, 000. The brothers are preparing to launch a new electrolyte business called Lyte On later this month.
What else to watch on the episode
Other pitches on the programme include a five-a-side corporate football league that runs charity events across the UK and Ireland, an adaptive gripping-aid business that has supplied practical solutions since the 2000s for people with reduced hand function, and a startup selling sea moss supplements. The corporate-league venture hosts tournaments, golf days and mixed touch rugby events for professionals and allocates 10 per cent of revenue to charity alongside funds raised through events. The adaptive-aid company was launched in 2007 and lists a general-purpose gripping aid as its most popular product.
- Key takeaways: Tonight’s line-up mixes consumer food brands, wellness supplements and adaptive devices.
- Jnck Bakery’s past supermarket distribution contrasts with its later closure and planned follow-up launch, Lyte On.
- Tinie Tempah brings investor experience and a stated focus on creating wider value beyond performance.
What happens on screen could have immediate effects for founders: if the Dragons make offers, those deals could supply capital and strategic support; if they decline, entrepreneurs will still pursue independent plans already described in public material, including new product launches. Viewers should watch for any investment decisions and for whether the Brassil brothers use tonight’s exposure to accelerate the Lyte On rollout.
