Omagh company secures investment during Dragons' Den appearance

NATURAL energy snack brand Oatco Superfuel has tamed TV’s dragons by securing investment on an episode of BBC One’s Dragons' Den, which aired last Thursday night.

Oatco Superfuel, a fast-growing natural energy brand founded by Laura Murphy, gained offers from three of the dragons before accepting a lucrative investment deal made by serial entrepreneur and podcast host Steven Bartlett.

Laura, who is based in Omagh and currently a member of Ulster Bank’s Accelerator community, founded the snack company in 2024 as a direct challenge to the lack of functional options available that tasted good when looking for a snack on the go. Her pitch grabbed the attention of three Dragons with the offer to work with her and provide strategic investment to accelerate growth, expand distribution, and scale the business across the UK and beyond.

Having already secured retail listings in major supermarkets including Tesco and Spar in Northern Ireland, Laura says the Dragons’ Den appearance feels like a pivotal moment for the brand.

“What started as a personal frustration with the limitations of traditional snacking, I wanted to challenge the notion that a 3pm energy slump was part and parcel of the typical workday and set about finding better alternatives that would adequately fuel busy days.

“It was definitely a nerve-wracking experience but appearing on Dragons’ Den feels like the beginning of a monumental shift for Oatco. I’m so grateful to everyone who has been part of our journey so far. Our small team who share the same values and mission, the local retailers who have carried our product lines, the team at the Ulster Bank Accelerator hub for providing invaluable insights to the programme, and members of the bank’s commercial team who put us over our numbers and helped me prepare to take on the Dragons.

“I am so proud of the community that has been built around Oatco Superfuel and feel like our hard work is testament to the fact that local companies from NI can absolutely compete against some of the biggest players in the industry and that opportunities need not be limited by geography.”

On the night of the show’s first broadcast, Laura and her team attended a special watch party held in Ulster Bank’s Accelerator Hub, where she took part in a Q&A with the bank’s Accelerator Leader, John Ferris, who said: “We are incredibly proud of Laura and Oatco Superfuel for this significant achievement. Our goal is to empower entrepreneurs to realise their potential, and this success on Dragons’ Den, winning over some of the most high-profile investors, is yet another reflection of the incredible talent and innovative ideas we see amongst our Accelerator participants.”

Entrepreneurs looking to grow and scale their businesses are encouraged to register their interest in Ulster Bank’s Entrepreneur Accelerator by downloading and signing up to the Accelerator app.

To learn more about Oatco Superfuel and browse the full range of products offered, visit www.oatco.uk where you can also order products directly. To keep up to date with the brand’s growth journey, follow @oatcosuperfuel on all social media channels.