A plant-based drink powered by an east African super-crop rich in protein, fibre, iron and calcium is the brainchild of two Leeds-based business partners.

Karmen Gadi and Yosef Brhane want to bring Ethiopian teff – which has an earthy, nutty taste – to the plant-based milk market and take on the power of oat milk.

Murat also wants to build one of the biggest voices on the internet and wants to partner with Steve for the media power.

He counter-offers 9%.

But Steve stands firm on 15%.

And Murat agrees! “Do you love it?” he asks.

“I do.”

“We have a deal!”

Steve also makes him an offer! He offers all of the money for 15%.

 

Jenna is out because even though she likes it, “it’s not perfect”.

Deborah Meaden says he has got “something” and will make him an offer.

“I’m surprising myself to be honest… but your valuation is crazy.”

She wants 12% for the money he asked for.

Jones owns Jessops and says they could do it themselves quite easily.

If he didn’t already have shareholders, he would offer to buy the business, take it in-house and give Murad a job as MD of its photo grouop worldwide!

“I think you’re exceptional as an individual.”

But he’s out.

In 2022 they generated £400 turnover with a net loss of £30k.

They then did £11k with an £84k loss.

Then in 2024 £36k, with a loss of £45k.

He is predicting turnover of £270k in the next 12 months. “You’re looking through a crystal ball,” says Touker.

He raised six months ago at a £2.5m valuation.

Steve Bartlett says the platform is saving people time and effort – like Deliveroo, which doesn’t provide food but the means to get it.

He disagrees with Touker, who think there are a limited number of people who would want this.

Touker is out despite saying he is credible.

Mosaic Journal has 1,000 paid subscribers – despite only consisting of Murad and his developer.

Subscriptions cost £9.99 per month, but a Dragons’ Den sale gives users a free month of photos, a 365-day album and free shipping for £29.99.

He is asking for £70k for 4% of the business and hands an album to each Dragon.

Jenna likes it. He tells her he thinks social media is broken and this is how he wants to fix the preservation of memories.

Also launched in 2022, Mosaic Journal transforms smartphone memories into cherished keepsakes. The subscription service prints your photos every month so you can put them in an old-school photo album which lasts for a year.

Next to pitch is charismatic Murad Huseynov – who hopes the Dragons can picture the profits in his business.

Huseynov was born in Azerbaijan but spent most of his life in London.

“Do you need to think about it?” she is asked

“No!” comes the reply.

She asks the Dragons to “bring it in” for a hug and departs with a spring in her step.

Jones really likes it! He says she needs investment – but it is a risk.

The OG Dragon wants to share the investment with Touker – “you’ve put me on the spot!”

Jones offers £25k for 15%.

Touker matches that offer.

Jenna likes the style of the idea – and Chloe says she is targeting festivals.

Touker, however, says she needs staff to get this thing properly off the ground.

Jones talks numbers straight away.

Chloe generated £7k revenue in year one (2022), then £25k, then 31k.

She has been profitable up to this last year, when she made a £500 loss.

Chloe is looking for £50k for a 15% stake in her London business.

She has repurposed the wedding-style white headgear she is wearing – and sticks hats on each of the Dragons. Peter Jones has a Union Jack-style number!

Chloe is preceded by dancers who do a full catwalk-style entrance before she emerges to begin her pitch.

Claiming that 80% of the fabric it uses come from ‘dead stock’ – offcuts and hats that have been thrifted – accessories include a mini spice hat (£120), a statement spice bag (£295), a sporty spice cap (£275), a chunky fat scarf (£60) and a spicy cap (£45).

Author: Jonathan Symcox

First up is Chloe Messer, the founder of Hatnspicy.

Messer’s brand, founded in 2022, transforms ‘preloved’ hats into huge headgear, with a focus on parties and festivals. 

Author: Jonathan Symcox

Of course, there are four regular Dragons running the rule over the four featured pitches tonight.

But how often are won over and invest? And how often do the deals actually go through?

Click below for all Dragons’ Den investments made by:

Peter Jones CBE

Steven Bartlett

Deborah Meaden

Touker Suleyman

Author: Jonathan Symcox

It’s been a long-held dream of Jenna Meek to appear on Dragons’ Den – and one which will be realised tonight.

When the REFY co-founder announced that she would join the line-up as a guest Dragon in 2026 to her 14,000 Instagram followers, she wrote: “Been manifesting this one for a long time and it still doesn’t feel real that it actually happened.”

Meek, who was on The One Show earlier this evening, has starred alongside her co-founder Jess Hunt on the first two editions of our annual Northern Leaders list.

But what else do we know about Jenna Meek? And how did she get here?

Author: Jonathan Symcox

Dragons’ Den is back in business tonight with a brand new series – and the heat is on. 

Cosmetic powerhouse Jenna Meek makes her fiery debut in this opening episode of series 23.

The CEO and co-founder of REFY Beauty joins Peter Jones, Deborah Meaden, Steven Bartlett and Touker Suleyman as they grill a fresh wave of hopefuls ‘chasing the deal of a lifetime’.

Join us from 7.45pm for build-up then 8pm for a running commentary – and have your say.