Steven Bartlett admits his 'biggest regret' on Dragons' Den after he passed over a business that's now worth £40 million
Steven Bartlett admits his 'biggest regret' on Dragons' Den after he passed over a business that's now worth £40 million
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Steven Bartlett has revealed his biggest Dragons' Den regret is not investing in a business that is now worth a cool £40 million. The businessman, who grew up in Plymouth, is one of the Dragons who appears on the hit BBC TV show, alongside Peter Jones, Deborah Meaden, Sarah Davies, and Touker Suleyman.
![[Matt (pictured) also spoke to the newspaper and said that Peter and Deborah's advice helped 'catapult' Fussy a couple of years ahead in a short space of time]](https://i.dailymail.co.uk/1s/2025/01/26/15/94533599-14326977-image-a-9_1737907127859.jpg)
Bartlett, 32, who began appearing on the show in 2021, owns meal replacement company Huel and Zoe, a personalised nutrition programme. Over the last four years, he has invested in several Dragons' Den businesses that have become very successful but there is one he regrets passing over - especially considering its jaw-dropping net worth in 2025.
![[Fussy gets customers to pick the colour they want their plastic casing and the scent they want their deodorant in]](https://i.dailymail.co.uk/1s/2025/01/26/15/94533597-14326977-image-a-8_1737907124526.jpg)
Matt Kennedy and Eddie Fisher stepped into the Den in February 2022, hoping to secure financial backing from a Dragon for their natural deodorant business called Fussy. The duo managed to secure investments from Peter and Deborah, and, in the wake of their appearance, sold out their stock after receiving 20,000 orders within one hour of the episode airing.
![[Matt Kennedy and Eddie Fisher (pictured) stepped into the Den in February 2022, hoping to secure financial backing from a Dragon for their natural deodorant business called Fussy]](https://i.dailymail.co.uk/1s/2025/01/26/15/94533603-14326977-image-a-7_1737907119640.jpg)
But Steven chose not to invest in Fussy, stating that he was 'terrified of the cost of acquisition for subscription businesses,' saying that his 'gut' feeling was that it would be 'dangerous' to back them. There is one investment opportunity that Steven regrets not investing in, which is now worth a whopping £40million.
But, in a new interview with Metro, the mogul has admitted he was wrong not to invest in Fussy. Steven said: 'I was sat in the chair, and I could see the regret. 'Sometimes you have that moment where you go, "I think I might regret this one", but for whatever reason you choose not to [invest] and that was Fussy.
