This Founder Turned Kids’ Supplements Into Prime-Time Drama.

When Lou Antonio launched his business, he had zero funding, zero experience, and zero clue how to build a CPG brand.

But what he did have was a belief that kids deserve cleaner, healthier supplements, and that someone had to challenge the “multivitamin” monopoly dominating supermarket shelves.

Fast forward a few years, and that idea turned into a national brand.

Lou pitched on Dragons’ Den, secured offers from Peter Jones and Sara Davies, and ended up on one of the most viral pitches of the season.

So why didn’t the deal go through?

In this episode of No Bollocks, we break down:

👉 The £10k cheque that started it all.
👉 Why Lou's product flopped in retail (and how they pivoted fast).
👉 What really happened behind the scenes of Dragons’ Den.
👉 How they rebuilt the business after the BBC pulled the episode.
👉 What it takes to win over sceptical parents, investors, and co-founders.

Whether you’re building a product, pitching for funding, or figuring out retail, this one’s packed with real, battle-tested lessons.

🎧 Listen now →
🎥 Or watch it on YouTube 👇🏼

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Matt ‘Deals Before Decks’ Haycox
Entrepreneur | Investor | Host of No Bollocks