BBQ brand Lumberjaxe lands £90k offer from Dragons' Den

Seasoning and sauces brand Lumberjaxe is planning to shake up the BBQ category after scoring an investment deal during an appearance on Dragons’ Den.

Birmingham-based brothers Brendon and Jaydon Manders agreed to an offer from guest dragon Emma Grede of £90k in return for a 20% stake in the business.

After launching the brand from their kitchen with just £200 in start-up cash in 2020, the brothers have achieved revenues of £150k and gained listings in 70 stores, including Selfridges, for the range of all-natural products.

The focus is now on expanding into major retail chains, increasing Lumberjaxe’s online presence and becoming a household name.

“We couldn’t be happier with the outcome,” said Jaydon. “Emma’s investment and mentorship are a game-changer for us. Her support and guidance will help us elevate our brand and make our vision a reality. Our goal has always been to cook up good times while bringing people together through food, and now, with her backing, we can make sure this goal reaches even more people.”

Grede added: “Brendon and Jaydon are exactly the type of founders I like to back, self-starters with a super clear vision and a best-in-class product.

“The fact they have bought Lumberjaxe this far with so little aside from ambition and hard graft, tells me everything I need to know. We’re going to build a food brand customers will love and enjoy every day with distribution all over the UK, and that’s just the beginning.”

Brendon said: “We’ve come a long way and are keen to take our business to new heights.”

Lumberjaxe continued a strong run for food & drink brands in series 22 of the BBC One hit show, with Seep, Love Sum, Little’s, Omni, Dot Dot Bubble Tea and Doughboys Pizza all winning investment.