I was rejected by Dragons’ Den but now my cookies are on sale in Co-op and my business is worth £600,000

AN ENTREPRENEUR who was turned down by multi-millionaires in Dragons’ Den is now selling her range of health biscuits in UK supermarkets.

When Evie Waxman entered the lair of the business tycoons, she divided opinion as she vied for their support and walked away without a £50,000 investment.

8

Evie Waxman appeared in Dragon’s Den
The young entrepreneur pitched the dragons a £50,000 investment

8

The young entrepreneur pitched the dragons a £50,000 investment
She shared samples with the dragons

8

She shared samples with the dragons

But that hasn’t stopped the 27-year-old chef from turning her bright idea of ​​creating raw, vegan cookies into a successful business.

The young entrepreneur developed Raw Bake Station at the age of 21 after visiting Australia and worked tirelessly to get it off the ground.

Two years ago, she turned to the BBC’s Dragon’s Den shows to win financial support from Deborah Meedham, Touker Suleyman, Sara Davies or Peter Jones.

But not all investors thought she had a viable business capable of making money.

Dragons' Den Fans Realize Where They've Seen An Entrepreneur's Business Before
I went to Dragons' Den and turned down FOUR offers - but I don't regret it

Jones was the first to bow out, telling Evie after a brief reflection that he was going to be “rough” and said that despite thinking one of the flavor options was “really nice”, he said he didn’t like any of the others.

He told her, “If the taste of the product just doesn’t have it, I don’t think it has a chance.”

Deborah Meedham said Evie’s range of raw crooks had “a good crunch” and she was interested in the product.

She said: “I totally disagree with Peter, I think they taste absolutely delicious.”

But cookies were a relatively new goal at the time and not far enough along in development to convince her.

Evie walked away with her head held high despite hearing the dreaded “I’m out” five times.

She told The Sun Online: “You’re not going to please everyone and that was my reaction when Peter Jones said absolutely not.

“I wasn’t offended because he’s not a demographic we’re targeting, he’s not the consumer I’m targeting.

“I knew he wouldn’t like a product like ours anyway.”

Despite Jones’ misgivings, Evie’s business is soaring today without the help of the Moguls.

Her crookie line proved popular two years after her appearance on the show

8

Her crookie line proved popular two years after her appearance on the show
Evie started the business after seeing a gap in the market

8

Evie started the business after seeing a gap in the market
Peter Jones wasn't a fan of the product but Evie persevered anyway

8

Peter Jones wasn’t a fan of the product but Evie persevered anyway

Evie launched her range of biscuits in WHSmith Travel stores nationwide just two months after appearing on the show and she has since outsourced all production to factories in the UK.

She said, “After that episode ended, we left our production unit and started outsourcing all of our production, so we were exporting to Germany and selling to WH Smith.

“But the volumes were too large for us to produce ourselves, so we moved everything to a UK based manufacturing site, and decided to focus on the ‘crookie’ range.”

Raw Bake Station also launched with Co-op starting with just 45 stores then a year later another 495 Co-op stores and in late 2021 in partnership with Ocado.

You’re going to face a lot of rejection in business, but it’s about how you dust yourself off and keep pushing.

Evie WaxmanFounder of Raw Bake Station

This year, Evie’s products are now available in a supermarket in Kuwait and plans to work with other major chains this year.

Raw Bake Station also has ongoing collaborations with a number of other wholesalers.

Its sweets come in a range of flavors such as salted double chocolate, chocolate, and orange and vanilla chocolate chips.

Evie says today, despite being the subject of harsh criticism, overall she found the experience “overwhelmingly positive”.

The business is expected to earn £365,000 and is currently seeking an investment with a pre-money valuation of £600,000.

During the few hours she was in the room, Evie received brand feedback that helped her move forward.

She said “It gave us a platform to get our brand out there, it was totally worth it.”

Evie believes that anyone trying to start a business should never take a turn down if you wholeheartedly believe in your product.

She said, “You’re not going to please everyone.

“If you know your market and your consumers, you should just pursue them and not be afraid of rejection because you’re going to face a lot of rejection in business, but it’s about how you dust yourself off and keep going. to push.”

Evie Waxman found Raw Bake Station

8

Evie Waxman found Raw Bake Station
The dragons wished her luck but didn't invest in her business, but Evie made it without them.

8

The dragons wished her luck but didn’t invest in her business, but Evie made it without them.

Comments are closed.