$1Mfor 10%
Protein Candy
Valued at $10M
SoYoung Inc.
Catherine Choi Jeremy, Gretchen & Fisher Robinson
Toronto, ON
In businessSeason 12, Episode 15
The pitch
Catherine Choi Jeremy, Gretchen & Fisher Robinson from Toronto, ON, pitched SoYoung Inc. in Season 12, Episode 15, asking the Dragons for $240K for 15% of the company.
- Asked for$240K for 15%
- Valuation$1.6Mimplied by the ask
- OutcomeDealwith Manjit Minhas
- Final deal$250K for 20%valued at $1.25M
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Joe Mimran | Out, deferring to Manjit Minhas's manufacturing and retail expertise | Out |
| Arlene Dickinson | Out, margins too thin to build a big business | Out |
| Michael Wekerle | Out, agrees margins are too thin for the growth needed | Out |
| Manjit Minhas | $250,000 for 20% equity | Accepted |
| Jim Treliving | Out, not interested in the kids' product category | Out |
| Michele Romanow and Joe Mimran | Joint 10% royalty deal with no equity given up | Declined |
Catherine Choi and Jeremy Robinson, a family from Toronto, Ontario, asked for $240,000 for 15% of SoYoung, a company making minimalist lunch bags and backpacks from natural fabrics with screen-printed artwork, featuring a removable washable liner and wearable or clippable carrying options. The products, priced from $35 to $220, are sold online and in over 500 retail locations across North America including Bed Bath and Beyond, Whole Foods and Indigo, with sales over the last 12 months of more than $1,400,000, split roughly 25% online, 50% wholesale and 25% international distribution, at about a 7% net profit margin; the business launched in 2010.
Arlene Dickinson and Michael Wekerle went out over thin margins relative to the scale needed, Joe Mimran deferred to Manjit Minhas's manufacturing and retail expertise and went out, Jim Treliving said he was not interested in the category, and Michele Romanow proposed bringing Joe Mimran back in for a joint 10% royalty deal with no equity given up. Catherine Choi and Jeremy Robinson accepted Manjit Minhas's offer of $250,000 for 20% equity.
Pitch details from CBC’s Dragons’ Den pitch page.
SoYoung Inc. today
- StatusIn businessLast checked September 2026
SoYoung Inc. is still operating and sells through its website.