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Dragon truly taking the biscuit
The Herald
|February 19, 2026
I'VE had an idea for Dragons’ Den.
Yep, another one.This time it’s not a product, but an idea to improve the show itself, inspired by a remark Peter Jones comes out with during one of tonight's pitches.
A couple of guys are seeking investment in their range of low-sugar cookies, called Jnck (pronounced Junk).
I shan't reveal whether or not they succeed. I'd hate to spoil your fun. But what I can say is they're challenged on one or two key points. One is the name. Given that it’s all about healthier eating, Jnck is seen as a bad choice.
They've taken the idea of cookies being junk food and playfully turned that on its head, but has it really worked?
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