Ian and Louise Toal, an entrepreneurial duo from Much Wenlock, Shropshire, clinched a £50,000 investment for their pet smoothie drink venture on the renowned business show, Dragons’ Den.
Their company, Furr Boost, caught the attention of fashion retail entrepreneur Touker Suleyman, who offered the investment in exchange for a 35% share of the business.
Louise Toal, drawing from her extensive experience as a technical manager in the food industry, conceived the idea for Furr Boost after her Beagle, Phoebe, faced health issues related to her diet. Seeking a solution, Louise experimented with protein shakes to address Phoebe’s hydration needs and bladder problems. This led to the development of Furr Boost, a range of smoothie drinks tailored for dogs.
Unique Formulation
During their pitch on Dragons’ Den, Louise highlighted the uniqueness of Furr Boost, emphasising its blend of real meat, fruits, and vegetables, coupled with essential oils and vitamins. Each recipe is meticulously crafted to support various aspects of canine wellbeing, including digestion, skin health, anxiety relief, metabolism, and immunity. The versatile drinks can be served straight from the carton, frozen as icy treats, or transformed into the popular Ultimutt Furr Boost Puppuccino.
With the investment secured, the Toals aim to expand Furr Boost’s presence in major retail outlets, including supermarkets, broaden their international reach through exports, and introduce a dedicated range for cats. The Dragons’ Den experience, though ‘nerve-wracking’, proved fruitful for the couple, positioning them for further growth and success in the pet beverage market.
Reflecting on their Dragons’ Den journey, Louise Toal expressed satisfaction with the outcome, underscoring the challenges and rewards of presenting their business to the formidable panel of investors.
“It was pretty nerve-wracking having to present our business to the Dragons and they certainly put us through our paces, but we were delighted with the outcome,” Louise said.
