Product Update

Is Foot Deodoriser Still in Business? (2026 Update)

Is Foot Deodoriser from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Foot Deodoriser today.

Dragons' Den IndexUpdated 4 April 20266 min read

Where to buy Foot Deodoriser

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The Foot Deodoriser pitched a sanitiser designed to kill bacteria inside shoes in series 4 of Dragons' Den, asking for 100,000 pounds for half the business. The deal fell apart after filming, and the product has not been on sale under that name since.

The short answer

The founder's deal fell apart after filming, and the Foot Deodoriser has not traded under that name since.

The pitch

The Foot Deodoriser appeared in series 4, episode 4, in the Health and Wellness category. Founder Casey Jones pitched a sanitising product aimed at killing the bacteria that build up inside shoes and cause persistent odour, a genuinely relatable problem with a fairly crowded market even at the time. He asked for 100,000 pounds for a 50 percent stake.

Deborah Meaden and Richard Farleigh both showed interest on air and offered to invest, which suggested the Dragons saw commercial legs in the idea even if the pitch itself was not flashy. Foot and shoe odour is a genuinely persistent, universal problem, particularly among people who play sport or wear the same footwear for long shifts at work, which gave the underlying market a reasonably obvious size even without much further explanation.

Why the deal did not go through

According to reporting from around that time, the investment ultimately did not complete because Meaden and Farleigh had concerns about where Jones's efforts and focus were going after the show. That is a common reason for post-show deals to collapse: the Dragons continue to evaluate the founder's execution once the cameras stop rolling, and if they are not convinced, they walk away even after saying yes on air.

The shoe deodoriser category today

The shoe and boot deodoriser category is still very much alive as a product type, with newer entrants using reusable charcoal pouches and other approaches to the same basic problem. None of those current products trace back to Casey Jones or this specific Dragons' Den pitch.

This is exactly the kind of case where a fact sheet marking a product as 'still selling' should be treated with real caution unless there is a specific, current source backing it up.

What a broken post-show deal usually signals

When a Dragons' Den deal collapses specifically over concerns about a founder's focus, rather than over a patent issue, a failed product test, or a valuation disagreement, it is often a sign the Dragons saw something in the founder's follow-through, or lack of it, during the due diligence process that worried them more than the product itself. That is a softer, more personal reason for a deal to fall apart than the more common commercial explanations, and it tends to correlate with businesses that struggle to build lasting momentum afterward, though it is by no means a guarantee of failure.

Our verdict

The deal for the Foot Deodoriser fell through after filming over concerns about the founder's focus, and the product has not been sold under that name since.

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Where to buy Foot Deodoriser

Still selling as of 4 April 2026. Check today's price and availability.

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See the full Foot Deodoriser deal breakdown and term sheet →