Product Update

Is Magic Pizza Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 24 February 20266 min read

Where to buy Magic Pizza

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Magic Pizza is remembered almost as much for the pitch itself as the product. Raymond Smith's stainless steel disc designed to stop a soggy pizza middle produced one of the more chaotic exchanges in Dragons' Den history before two dragons decided to back it anyway. Whether it is still on sale today is a harder question to answer with confidence.

The Short Answer

The Magic Pizza disc is not currently stocked or promoted anywhere, and the company has not formally closed.

If the product comes back on sale, or the business winds down formally, this page will be updated.

The Dragons' Den Pitch

Smith appeared in series 6, episode 6, pitching Magic Pizza in the Food & Drink category. The product itself was a perforated, convex stainless steel disc that sits under a pizza in the oven, raising it closer to the heat source so the centre cooks at the same rate as the edges, fixing the soggy middle problem that had annoyed him for years.

He asked for 50,000 pounds in exchange for 30 percent of the business. It is remembered as one of the roughest pitches in the show's history. Theo Paphitis openly wondered if Smith was, in his words, barking mad, and three dragons declared themselves out within minutes.

The Deal That Got Done

Despite the rocky start, Peter Jones and Theo Paphitis came round and backed the idea, putting up the full 50,000 pounds asked for in exchange for the 30 percent equity on the table. It was a rescue of a pitch that looked dead on arrival a few minutes earlier.

Smith had already sunk 20,000 pounds of his own money into development, designed the packaging himself and secured a UK and European patent before he ever walked into the Den. That groundwork is likely part of what turned two sceptical dragons around.

What Happened After the Deal

Following the investment, housewares distributor Ethos signed a deal to launch the Magic-Pizza disc at the Autumn Fair trade show, and for a period afterwards the product was written up as a Dragons' Den success story, selling to home cooks who wanted an easy fix for oven pizza.

Since then there has been no retailer listing and no active brand presence. For a niche, single-product patent business, that kind of quiet fade is common even when a company technically still exists on paper.

Why a Single-Product Business Fades From View

Businesses built around one patented gadget face a particular challenge once the initial retail push fades. Without a chain of new product launches, press cycles or a wider brand to keep them visible, they can carry on quietly selling in small volumes for years, or wind down entirely, without either outcome generating much in the way of a public record.

The company does not appear in recent retailer catalogues, and a dormant single-product patent holder is different from a company that has formally dissolved.

Where To Check For Yourself

A current retailer listing, an active company registration showing recent trading activity, or a statement from Raymond Smith himself would move this one in either direction. Companies House is the fastest place to check the registration.

This is also a reminder of a broader pattern worth keeping in mind with older Dragons' Den pitches generally. Not every business ends in a clean headline of success or failure, plenty simply fade from public view while the underlying company technically remains on the books, neither thriving nor formally closed.

Where Things Stand Now

Here is the recap. Magic Pizza pitched in series 6 with a soggy-middle fix for home pizza, asked for 50,000 pounds for 30 percent, and got it from Peter Jones and Theo Paphitis after a famously bumpy start.

The product is not currently on sale, and the company has not formally shut down. If you are hoping to track one down, your best bet is checking specialist kitchenware retailers directly.

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Where to buy Magic Pizza

Still selling as of 24 February 2026. Check today's price and availability.

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

See the full Magic Pizza deal breakdown and term sheet →