Lumberjaxe eyes US launch on Emma Grede's £90,000 Dragons' Den bet
What's the deal? UK sauce and seasoning brand LumberjaxeDealroom has a profile for this one. Try Dealroom → is planning a 2027 US launch, building on the £90,000 (≈$120,563) angel investment it secured from Emma GredeDealroom has a profile for this one. Try Dealroom → on Dragons' Den. Founders and brothers Brendon and Jaydon Manders are now seeking fresh funding to fuel the move.
The backstory: The brothers started Lumberjaxe with just £100 and appeared on the BBC show in February 2025, where Grede took a 20% stake at a £450,000 valuation. Since then, the brand has built out UK retail, including an AsdaDealroom has a profile for this one. Try Dealroom → rollout across 320 stores following an AldiDealroom has a profile for this one. Try Dealroom → Specialbuy campaign.
Why the US? The brothers see America as a natural fit, given the country's barbecue culture and the brand's American-inspired flavours. "We've always felt America was a really natural market for Lumberjaxe because BBQ and outdoor grilling are such a huge part of the food culture there," said Brendon, 31.
What's the plan? A key part of the strategy is building manufacturing in the US rather than shipping from Britain. The company is already talking to potential manufacturing partners and exploring distribution, while hunting for investment to support retail, manufacturing, and logistics.
By the numbers: Lumberjaxe's raise sits at the small end of the funding spectrum, ranking in roughly the 27th percentile by deal size. That reflects the early stage of the business as it scales from a £100 startup to cross-Atlantic ambitions.
What could go wrong? The 2027 launch is a plan, not a done deal — no US funding or expansion has been confirmed. Lumberjaxe still needs to secure manufacturing, lock down distribution, and prove demand in a crowded category where rivals are well established.
The signal: The US barbecue-sauce market is drawing serious money, with McCormick striking a nationwide retail deal with MISSION BBQDealroom has a profile for this one. Try Dealroom → and Marzetti buying Bachan's for $400 million. Lumberjaxe's UK supermarket wins offer useful validation, but a seasoning startup backed by a single angel cheque faces a steep climb into that competition.
Read more: retail-focus.co.uk
Image credit: Generated with Gemini
