Furr Boost secures 50k investment on Dragons’ Den

Ian and Louise Toal, the duo behind the Shropshire-based pet smoothie business Furr Boost have secured a £50,000 investment for a 30% share of their company from fashion retail entrepreneur and investor, Touker Suleyman on BBC One’s Dragon’s Den.

The journey of their business began with Louise’s dedication to her beloved beagle, Phoebe, who at the age of 18 months became unwell with bladder problems which after investigations with her vet, were linked to the dog’s food.

With over two decades of experience as a technical manager in the food industry, Louise took matters into her own hands. Drawing on her expertise, Louise concocted protein shakes to aid Phoebe’s hydration and wellbeing, thus birthing the innovative range of smoothie drinks for dogs.

During the episode, Louise explained that each of the drink recipes contains real meat, fruit and vegetable, along with added oils and vitamins to support the dog’s wellbeing in areas such as digestion, skin and coat, anxiety, metabolism and immunity.

The drinks can be served straight from the carton, frozen as an icy treat or by creating an Ultimutt Furr Boost Puppuccino.

The couple were seeking investment to expand their business into further major retail outlets including supermarkets, to export to more countries and to launch a range for cats.

Louise said. “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.”