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April 2017: Irish Biltong on RTE's Dragon's Den

On Easter Sunday the nation were gripped to their TV screens to see how Noreen Doyle from The Irish Biltong Company would fare with the Dragons in the hit show, The Dragon's Den on RTE1.

Ampersand were delighted to see Irish Biltong, a brand we represent on the Irish market and our colleague Noreen do so well with two of the Dragons realising the exciting potential of the product and looking to investing in its long term future.

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Two years ago, Irish Biltong was developed by Noreen and John Doyle who applied the authentic South African method of preserving beef to their premium Irish beef produce and launched the brand onto the Irish snack market. The product was mainly sold online and through selected retailers with a big following from sports enthusiasts and professional rugby players for its high content of protein at 69%. The highest of any meat snack on the market.

In January 2017 The Irish Biltong Company partnered with Ampersand to take the brand further into mainstream retail sector with a focus on the convenience and forecourt channel. Since then Ampersand have made the product available nationwide and it is currently available for sale in over 500 stores across Ireland.

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On the 16th April 2017 Noreen was in the Den to pitch the Irish Biltong Company and seek an investment of €100,000 for a 15% share of the company alongside her colleague Donna Berry.

Would the pair manage to impress business experts Chanelle McCoy, Gavin Duffy, Barry O’Sullivan, Alison Cowzer and Eleanor McEvoy? Which Dragons would see the value in this gourmet snack product?

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Watch the pitch on the video link to RTE Player below to see two of the Dragons offer €100k to invest in this fantastic Irish brand and see how Noreen handled the pressure cooker that is the Dragons Den.

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Ampersand are very excited about the exposure and consumer feedback since the show aired and are maximising the publicity to drive sales of the gourmet snack further and grow the Irish Biltong brand within the Irish retail sector with retailers and consumers alike.

For more information or if you would like to stock Irish Biltong please contact your Ampersand representative or get in touch by calling 01 4130100. You can also get in contact with us through or email us at

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