Brothers Brendon and Jaydon Manders entered the Dragons' Den with a £100 investment in their seasoning sachet business, Lumberjaxe. They were turned down by all regular dragons but guest dragon Emma Grede offered £90,000 for a 20% stake. Now the business is worth around £250,000 after securing a major deal with supermarket chain Asda.
Asda orders and growth
According to The Grocer, Asda initially bought 40,000 seasoning sachets and has since placed several replenishment orders. This is expected to increase the business's turnover by 200% and double its workforce.
Brendon told Metro: 'It's been a bit of a whirlwind since, to be honest, it's been great. We've had such a lovely response from everybody, endless messages. A lot of people saying they've been teary at the show, and it's been really nice because everyone seems to have enjoyed it. I think it struck a chord with people.'
Founders react
Jaydon said: 'We're genuinely thrilled with how our launch has gone. To see Asda place repeat orders so soon after the initial rollout is amazing and shows shoppers are really getting behind the brand. Seeing our flavours on shelves nationwide has been a huge milestone for us, and the response so far has honestly been amazing. It's an exciting start to what we hope will be a long and successful growth within Asda stores.'
Brendon added: 'We've always believed there was room and a gap in the category for our brand. American-inspired flavour-led products that stand out on shelf. Seeing our belief translate into repeat orders from a national retailer is hugely fulfilling. We're focused on building on this momentum and continuing to innovate as we grow our brand.'
