$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Eden Hazan and Don Sam Hazan from Toronto, ON, pitched Dreamcrust Pizza in Season 20, Episode 15, asking the Dragons for $225K for 15% of the company.
- Asked for$225K for 15%
- Valuation$1.5Mimplied by the ask
- OutcomeDealwith Jay Klein, Joanna Griffiths and Marc Lafleur
- Final deal$375K for 30%valued at $1.25M
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Jay Klein, Joanna Griffiths and Marc Lafleur | $225,000 for 30%, later increased to $375,000 for 30% | Accepted |
| Barb Stegemann | Not in the food business, can't add value | Out |
| Tara Bosch | Not clearly positioned between e-commerce and retail strategy | Out |
Eden and Don, brothers from Toronto, asked for $225,000 for 15% of Dreamcrust Pizza, a frozen pizza brand with 68 grams of protein and 20 grams of net carbs per pizza, aimed at disrupting the frozen pizza category. The pizzas are sold online direct-to-consumer, mostly in the GTA, in a six-pizza bundle for around $100, with 93% of sales coming from e-commerce. In their first year, the company is on track for about $430,000 in revenue, with customer acquisition costs between $30 and $75, and shipping costs of $13 to $17 per order plus dry ice expenses.
Jay Klein, Joanna Griffiths and Marc Lafleur offered $225,000 for 30%, which the founders felt was too dilutive; they countered at $375,000 for 30%, valuing the company near $1.25 million. The three Dragons held firm on the equity but agreed to the higher amount, and the founders accepted the joint offer of $375,000 for 30%. Tara Bosch and Barb Stegemann both went out, citing lack of retail experience and unclear e-commerce versus retail strategy.
Pitch details from CBC’s Dragons’ Den pitch page.
Dreamcrust Pizza today
- StatusIn businessLast checked September 2026
Dreamcrust Pizza is still operating and sells through its website.