ONE PEOPLE WHO rejected by multi-millionaire Dragons’ Den is now selling his line of healthy biscuits in supermarkets across the UK.
When Evie Waxman entered the lair of business magnates, she split opinions as she jostled for their support and walked away without a £50,000 investment.
But that hasn’t stopped the 27-year-old chef from turning his innovative idea of making vegan and raw cookies into a successful business.
Young businessman growing Raw baking station when she turned 21 after visiting Australia and worked tirelessly to achieve that goal.
Two years ago, she joined the BBC’s Dragon’s Den to win financial backing from Deborah Meedham, Touker Suleyman, Sara Davies or Peter Jones.
But not all investors believe she has a viable and profitable business.
Jones was the first to bow, telling Evie after brief consideration that he would be “brutal” and saying that although he thought one of the flavor options was “really good,” he said he don’t like any other option.
He told her: “If the taste of the product doesn’t have it then I don’t think this stands a chance.”
Deborah Meedham said Evie’s raw crookie line had a “delicious crunch” and she became interested in the product.
She said: “I completely disagree with Peter, I think they taste absolutely delicious.”
But cookies were a relatively new focus at the time and weren’t far enough in development to win her over.
Evie walked away with her head held high despite hearing the dreaded “I’m out” five times.
She told The Sun Online: “You’re not going to please everyone and that was my reaction when Peter Jones said absolutely no.
“I’m not offended because he’s not the demographic we’re targeting, he’s not the consumer I’m targeting.
“I knew he wouldn’t like a product like ours.”
Despite Jones’ suspicions, today Evie’s business is still thriving without any help from the tycoons.
Evie’s launched her range of cookies into WHSmith Travel stores across the country just two months after appearing on the show and since then she has outsourced the entire production to factories in the UK.
“After starting that episode, we left the production unit and started outsourcing our entire production, so we exported to Germany and sold to WH Smith,” she said. .
“But the volume was too great for us to produce on our own, so we moved everything to a UK-based manufacturing site and decided to focus on the ‘crookie’ product line.”
Raw Bake Station also launched with Co-op starting with just 45 stores a year later, adding 495 Co-op stores and by the end of 2021 partnered with Ocado.
You’ll face a lot of rejection in business, but that’s how you dust yourself off and keep pushing.
This year, Evie products can now be found in a supermarket in Kuwait, and there are plans to work with other major chains this year.
Raw Bake Station also works with a number of other wholesalers.
Her sweets come in a range of flavors like savory double chocolate, chocolate and orange, and vanilla chocolate chip.
Evie said that despite some harsh criticism today, overall, she found the whole experience “extremely positive”.
The business is forecast to earn £365,000 and is currently seeking investment with a pre-money valuation of £600,000.
Within the few hours she was in the room, Evie received feedback on the brand that helped her move forward.
“It gave us a platform to raise awareness of our brand, it was definitely worth it,” she said.
Evie believes that anyone trying to grow a business will never get the answer no if you have complete confidence in your product.
“You won’t please everyone,” she said.
“If you know your market and your consumers well then you should just go after them and not be afraid of rejection, because you will face a lot of rejection in business, but that’s how you deal with it.” dust and keep pushing.”
https://www.the-sun.com/entertainment/tv/4929329/rejected-dragons-den-cookies-success/ I was rejected by Dragons’ Den but now my cookies are on sale in Co-op and my company is worth £600,000