$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Awa Diarra and Chi-Hung Ly from Montreal, QC, pitched Snack Simple in Season 17, Episode 8, asking the Dragons for $100K for 10% of the company.
- Asked for$100K for 10%
- Valuation$1Mimplied by the ask
- OutcomeDealwith Michele Romanow
- Final deal$100K for 20%valued at $500K
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Vincenzo Guzzo | Out - did not like the taste of the product | Out |
| Arlene Dickinson | Out - competitive products coming quickly to the space | Out |
| Robert Herjavec | Out - saw the product as a fad rather than a long-term trend, also disliked the taste | Out |
| Wes Hall | Out - personal preference, not a muffin or sweets person | Out |
| Manjit Minhas | $100,000 for 15% | Declined |
| Vincenzo Guzzo | $100,000 for 25% | Declined |
| Michele Romanow | $100,000 for 20% | Accepted |
Awa and Chi-Hung, from Montreal, QC, asked for $100,000 for 10% of Snack Simple, makers of the minute muffin, a plant-based, microwaveable muffin in a cup that is ready in 60 seconds after adding water. The muffins are 200 to 250 calories, with one to five grams of sugar, sell for about $3, and are available in flavours including chocolate blueberry, banana, Oreo, cookies and cream, and s'mores. The company has sold $1.2 million so far this year, is in 900 retail stores (700 in Quebec) including Metro and Sobeys, is set to enter 7-Eleven this fall, and does about 60% of its sales online. Chi-Hung sold three restaurants and personally invested $100,000 to join co-founder Awa in the business.
Vincenzo Guzzo, Arlene Dickinson, Robert Herjavec and Wes Hall all went out over taste concerns, competitive pressure, or seeing it as a fad. Manjit Minhas offered $100,000 for 15%, and Vincenzo Guzzo then offered $100,000 for 25%. Michele Romanow revised her stance and offered $100,000 for 20%, which the founders accepted, citing a focus on e-commerce.
Pitch details from CBC’s Dragons’ Den pitch page.
Snack Simple today
- StatusIn businessLast checked September 2026
Snack Simple is still operating and sells through its website.