$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Jason Cox from Penticton, BC, pitched The People’s Crafthouse in Season 11, Episode 20, asking the Dragons for $60K for 30% of the company.
- Asked for$60K for 30%
- Valuation$200Kimplied by the ask
- OutcomeDealwith Manjit Minhas
- Final deal$60K for 35%valued at $171K
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Michele Romanow | Out; valuation too high and felt more than $60,000 was needed to compete in the craft market | Out |
| Joe Mimran | Out; felt there was not enough competitive advantage in price or distribution | Out |
| Jim Treliving | Out; nervous about competing in a crowded market against big players with no clear competitive advantage beyond product integrity | Out |
| Manjit Minhas | $60,000 for 35% of the company | Accepted |
| Michael Wekerle | Out; preferred to stick with larger established players | Out |
Jason Cox from Penticton, BC pitched The People's Crafthouse, a craft soda line including root beer, cola, ginger ale and tonic water made with natural ingredients, seeking $60,000 for 30%. Sales grew from about $6,000 in a partial first year to $20,000 in the second year, with 2016 sales projected at $88,000, retailing at $4 a bottle and wholesaling at $2.50, with about $3,000 invested to start the company and its own small production workshop in Penticton.
After winning a battle round against 1642 Cola, The People's Crafthouse saw Michele Romanow, Joe Mimran, Jim Treliving and Michael Wekerle all go out over valuation, competitive advantage and market size concerns, while Manjit Minhas offered $60,000 for 35%, citing the taste profile and potential for a hard soda line, which Jason Cox accepted.
Pitch details from CBC’s Dragons’ Den pitch page.
The People’s Crafthouse today
- StatusOut of businessLast checked September 2026
The People’s Crafthouse appears to have closed. Its products may no longer be available.