$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Sofia Chow & Gordon World from Vancouver, BC, pitched It’s Not Bacon! in Season 10, Episode 17, asking the Dragons for $75K for 25% of the company.
- Asked for$75K for 25%
- Valuation$300Kimplied by the ask
- OutcomeDealwith Michele Romanow
- Final deal$75K for 30%valued at $250K
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Michele Romanow | $75,000 for 30% equity, conditional on listing the product on Snap with current retailers to test sales | Accepted |
| Michael Wekerle | Out as a bacon purist, could not get past principle | Out |
| Manjit Minhas | Out, did not like the taste as a vegetarian | Out |
| Joe Mimran | Out, wants to see 12 months more traction before investing | Out |
| Jim Treliving | Out, suggested returning as a second pitch after a year | Out |
Sofia Chow and Gordon World of Vancouver, British Columbia, asked for $75,000 for 25 percent of Everyday Superfoods, makers of It's Not Bacon, a coconut-flake based bacon substitute that is all natural, plant based, non-GMO and gluten free. The product is sold as a salad topper in three flavours, Jalapeno, Cheddar and Maple, and had been on the market for about three and a half to four months with $30,000 in sales, roughly 10,000 units, across about 150 stores including Save-On-Foods, Price Marts, Urban Fare, and newly added Sobeys and Longo's.
Michael Wekerle went out as a self-described bacon purist who could not get past his principles. Manjit Minhas went out because as a vegetarian she did not like the taste and would not buy the product. Joe Mimran went out, suggesting the founders return with more traction in a year. Jim Treliving also went out, encouraging them to build sales and pitch again. Michele Romanow offered the full $75,000 but for 30 percent equity, conditional on listing the product through her Snap grocery app with existing retailers to test consumer uptake, and the founders accepted.
Pitch details from CBC’s Dragons’ Den pitch page.
It’s Not Bacon! today
- StatusIn businessLast checked September 2026
It’s Not Bacon! is still operating and sells through its website.