What Happened to the Yorkshire Duo Daniel Eha and Pure Pet Food After Their Dragons' Den TV Pitch?

Picture this. You're standing in front of five of the toughest business minds in the country on national telly. You've put everything on the line for your idea. And then, to prove your point, you grab a spoon and start eating... dog food. Sounds completely bonkers, right? But that's exactly what one half of a Yorkshire duo did.

This story, first highlighted by journalist Gareth Butterfield on 13th August 2025, follows childhood pals Daniel Eha and Matt Cockroft, two entrepreneurs who turned a wild TV moment into a £25 million business, proving that sometimes the bravest moves are the ones that pay off the most.

The pitch that made everyone sit up

When Daniel Eha and Matt Cockroft walked into the Dragons' Den, they weren't just two hopefuls with a wacky idea. They were a pair of mates from Yorkshire who had started their business, Pure Pet Food, with a tiny £300 loan. And they were already making waves. Their pitch wasn't just about asking for a £40,000 investment; it was a showcase of pure grit. The duo confidently told the Dragons they had already won a major award for their pet food and their products were stocked in over 100 shops. Not bad for a business that started so small.

Their product was something different: a pioneering dehydrated dog food. It wasn't your usual bag of brown biscuits or messy tinned meat. This was something new, and the Dragons were listening. The initial pitch was polished and professional, capturing the attention of the millionaire investors. But the real showstopper was yet to come. Daniel and Matt, this ambitious duo, were about to make TV history. Their business journey was already impressive, but their confidence in their food product was about to be put to the ultimate test.

Putting your mouth where your money is

With the investors hooked, Daniel made a cheeky suggestion. "If any of you have skipped lunch and are feeling brave, we'd more than welcome you to give it a quick try." You can just imagine the looks on their faces. It's one thing to say your dog food is good, but it's another to offer it as a snack. It was the long-standing Dragon, Peter Jones, who decided to call their bluff. He wasn't reaching for a spoon himself, though. Instead, he challenged Daniel directly: "Could you grab the bowl and try it for me?"

Talk about a tense moment. But Daniel didn't even flinch. He picked up the bowl of rehydrated dog food and took not one, but two big spoonfuls. He was completely unfazed. As he swallowed, he explained what he was tasting. "It's a very meaty consistency," he said calmly. "There's liver, some muscle meat in there... and I'm more than happy to eat it." That single, brave act spoke volumes. It showed absolute, unshakable belief in their product. This wasn't just any old food; it was good enough for humans to eat, which meant it was certainly exceptional for a dog.

A shocking decision on national TV

That incredible stunt worked. The entrepreneurs managed to field all the tough questions the Dragons threw at them and ended up with two fantastic offers on the table. One came from leisure tycoon Deborah Meaden and the other from interior design expert Kelly Hoppen. For most people walking into the Den, this would be the dream ending. They'd got the investment, the famous backer, the happy handshake. But Daniel and Matt did something almost unheard of on the TV show.

They said no. They turned down both offers. Why? Because they weren't comfortable with giving away the amount of their business the Dragons wanted in return for the cash. Walking out of that Den empty-handed must have taken some serious nerve. They had rejected the golden ticket. But this duo knew what their business was worth, and they were prepared to build it on their own terms, a decision that would define the future of Pure Pet Food.

From the den to dinner bowls across Britain

Walking away from Dragons' Den without a deal could have been the end of the story. For this Yorkshire duo, it was just the beginning. More than ten years after that famous TV pitch, the Cleckheaton-based company they built is a massive success. Pure Pet Food has now delivered over 65 million meals to dogs all over the UK and has a run rate of £25 million. That's a serious empire built from the ground up.

So, what's their secret? Their product is clever. It's a dehydrated powdered food that gets delivered in a little sachet. All you do is add a bit of water, and it transforms into a warm, tasty meal for your dog. It gives dogs all the goodness of fresh food but with the ease of dry kibble, and it's cheaper than a raw food diet. The brand now has 40,000 subscribers who swear by the stuff. And it's all because two brave entrepreneurs believed in their dog food enough to eat it themselves.

A Yorkshire success with a few strange turns

It's a true Yorkshire success story, the kind of local legend you might chat about over a brew at a place like the Queen's Mill Tearooms. While the Pure Pet Food team were busy changing the pet food game, life in the area went on. You can imagine them working through hot summers, maybe needing a handheld fan blasting an icy mist to stay cool while packing orders. Their focus on creating quality food is a world away from other news you might see on TV, like a police cordon being set up after a shooting incident in nearby Wakefield.

The contrast shows what a positive force a local business can be. Daniel and his partner created something that brings joy to pets and their owners. The success of their dehydrated dog food is a testament to their vision. This entire business, built on an idea for better dog food, has grown beyond that initial pitch. The story of Daniel Eha and Pure Pet Food shows that with a great product and a whole lot of self-belief, you don't always need a celebrity investor to build a brilliant business.