'Disaster' Dragons' Den pitch branded 'delusional' is now worth £40million
From letterbox meal kits to a £40 million empire, Alessandro Savelli's company is rewriting the rules of the food industry
Dragons' Den star Alessandro Savelli left the show empty-handed but ended up being worth £40million. The star co-founded and is the CEO of the popular Pasta Evangelists - a fresh pasta brand which originally started as letterbox-posted food kits. He may have walked away from Dragons’ Den without investment, but Alessandro Savelli has since cooked up a fortune.
The entrepreneur is the co-founder and CEO of Pasta Evangelists, the fresh pasta brand that began life as letterbox-friendly meal kits before becoming one of the UK’s most popular Italian food businesses. Now, Savelli has unveiled bold expansion plans — with Pasta Evangelists set to open 100 new restaurants across the country in the coming years, including sites in the Midlands, Scotland, and southern England.
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Speaking to The Grocer, he revealed the company is investing £30million into the rollout.
“The demand for our fresh, beautifully cooked artisan pasta is growing,” Savelli said. “Our intention is to become the UK’s fastest-growing casual dining hotspot and the go-to destination for pasta lovers of all ages.”
Despite industry challenges, he remains confident: “The hospitality industry is going through tough times at the moment, but we are confident that our business model is robust and dynamic.”
Several companies have achieved significant success after appearing on Dragons' Den. Tangle Teezer, and Skinny Tan are frequently cited as prime examples of high-profile success stories from the show.
Other notable ventures include Chocbox, Craft Gin Club, and Wonderbly, all of which have seen substantial growth and sales after receiving investment or exposure on the show.
Many businesses that appear on the show have faced rejection though, including popular haircare brand Hair Syrup which is a classic example of a business rejected by the Dragons that found success through viral marketing on social media, eventually achieving a significant valuation.
A famous example of a business that failed from Dragons' Den is the company Gripit Fixings who failed to raise needed new capital from existing investors, further contributing to its precarious financial position and the risk of collapse. Meanwhile, the craft beer company BrewDog is an example of a massive success that never even made it to the show, as their application was rejected by the producers but went on to become a major success in London headed by CEO James Watt.
