A Devon entrepreneur who appeared on hit BBC show Dragons’ Den has secured investment for his coffee company after a successful pitch. Will Little, who owns family-run Little’s Coffee, was seeking £80,000 for 2% of his Cullompton-based business and, unexpectedly, received four offers from the dragons.
The second-generation business owner finally settled on a deal with investor Steven Bartlett, who took 5% of the company for the full amount. Mr. Little nearly turned down the opportunity to feature on the program but changed his mind upon realizing Dragons' Den had become ‘a really credible TV show for challenger brands.’
“We’re a self-funded family business, so my natural reaction was to say no to Dragons’ Den when I was approached by the BBC,” he explained. “But having the backing, and mentorship, of a Dragon seemed like an opportunity I’d be silly to pass up.”
The experience, Mr. Little shared, was surreal and nerve-wracking. “It’s hard to explain how intense, surreal, and nerve-wracking the whole experience is. Nothing can prepare you for the moment you step...into the Den,” he said, recalling the momentous occasion of meeting the dragons he had grown up watching. “Overall, the experience was actually amazing. Scary, but amazing.”
Little’s Coffee was founded in 1990 by Mr. Little's parents, Henry and Leila Little, who were inspired to create flavored coffee during travels throughout California. Today, Little’s Coffee is now run by Will and his wife Caro, boasting a workforce of 30 employees.
Featuring products like instant and ground coffee, along with Nespresso-compatible coffee capsules, Little's Coffee has made significant waves, retailing its unique offerings at over 1,600 outlets across Britain, including major chains such as Tesco, Sainsbury's, and Waitrose. Beyond local sales, the company has expanded its reach by exporting to 25 countries.
What sets Little's apart is its commitment to sustainability. The business proudly claims to be the first instant coffee brand in UK supermarkets to go 100% plastic-free, utilizing UK-made glass jars and aluminum lids for its products. Mr. Little elaborated on the mission, stating, "Little’s is here to show you can have the coffee shop experience at home for just 64p for the best coffee.”
Reflecting on the changes within the coffee-drinking culture, he expressed, “While high street coffee shops are exploding with huge selections of flavor trends and innovative drinks, the same options just aren’t there for the coffee we drink at home.”
With this recent investment from Dragons' Den under his belt, Mr. Little is excited about the possibilities for growth. The backing of Steven Bartlett, whom he described as the best partner for this venture, will no doubt provide not only financial support but also invaluable mentorship.
“I hadn’t considered what I’d do if I got offers. Let alone four. So, it’s kind of blown my mind. I’m really happy with our decision,” he said, noting his gratitude for the support he’s obtained. “Little’s is on a big mission to get people drinking great coffee.”
With coffee drinking habits continually shifting, and with the rise of unique flavors and instant options, Mr. Little’s ambition may align seamlessly with consumer trends. The plans for expansion are ambitious, and he is committed to instilling the true coffee shop experience right within people’s homes.
The investment and the newfound visibility from the show are likely to provide Little’s Coffee with the momentum it needs to increase its market share and continue to push boundaries within the industry. Little aims to keep creating innovative products and to champion ethical sourcing practices alongside premium beans, preserving the family legacy started over three decades ago.
Overall, Will Little’s successful endeavor on Dragons' Den is not just about securing investment; it is about igniting passion for high-quality coffee and making it accessible for the everyday consumer, all done through the lens of sustainability and tradition.