Ethos launches Dragons’ Den pizza winner

Ethos has signed a deal in record-quick time to launch triumphant Dragons’ Den product Magic-Pizza at this week’s Autumn Fair.

Ethos launches Dragons' Den pizza winner

Inventor Ray Smith appeared on the BBC2 programme only a few weeks ago, hoping to persuade the millionaire “dragons” to back his Magic-Pizza to the tune of £50,000 for a 10% stake in his business.

The convex stainless steel device slips under the centre of a pizza, raising it closer to the source of heat to ensure that the middle is properly cooked.

Dragon Peter Jones declared that the invention “could be the ‘cat’s eyes’ of the pizza world”, and shared the £50,000 investment with fellow dragon Theo Paphitis – but for a 50% stake.

Ethos is now distributing the product, and to capitalise on the Dragons’ Den publicity brought Ray Smith along to the Autumn Fair on Monday to help promote its launch.

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