$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Bruce Victor Allali from Montreal, QC, pitched Firemask in Season 12, Episode 8, asking the Dragons for $180K for 10% of the company.
- Asked for$180K for 10%
- Valuation$1.8Mimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Arlene Dickinson | Out - felt the pitch was vague and lacked facts | Out |
| Michael Wekerle | Out - valuation too high given sales | Out |
| Joe Mimran | Out - concerned about product build quality | Out |
| Michele Romanow | Out - felt the pitch suggested founder didn't need investors | Out |
| Jim Treliving | Out - wanted more equity than offered | Out |
Bruce Victor Allali, from Montreal, QC, asked for $180,000 for 10% of Firemask, maker of the FM60, an emergency escape hood that allows the wearer to breathe for 60 minutes in smoke during a fire, priced at $39.95 compared to a competitor's $265 mask. The company also offers a Pet Rescue Evacuation Pack for pets and babies. Since June 2015, the company had reached $850,000 in total sales, with $650,000 in the past 12 months and a 24% net margin, made largely through online sales via its website and Amazon with no marketing spend, and it had spent $85,000 to test the mask for 12 different gases in a California laboratory.
Arlene Dickinson went out first, saying the pitch felt vague and lacked concrete facts. Michael Wekerle went out because he felt the valuation was too high given the sales. Joe Mimran raised concerns about the product's build quality and went out. Michele Romanow went out, saying the pitch made her feel the founder did not need investors. Jim Treliving went out last, saying he would want more equity than the 10% offered. No deal was made.
Pitch details from CBC’s Dragons’ Den pitch page.
Firemask today
- StatusIn businessLast checked September 2026
Firemask is still operating and sells through its website.