The special edition "Update Episode" of Dragons' Den that aired February 29 on CBC TV featured some of the biggest success stories in the show's history.
Holy Crap, the world's most amazing breakfast cereal is the BIGGEST SUCCESS story to come out of the Den.
Robert Herjavec called it a "drive-by deal" because after tasting the cereal Jim Treliving exclaimed, "Holy Crap, is this ever good!" and then went on to say to Brian and Corin Mullins, "Let's get this done, tell me what you want. I just want to buy into your company"
"The Dragons loved the cereal. No-one could predict what would happen when all of Canada saw them on TV," reports show host Diane Buckner," With the surge in sales the company moved ahead without Dragons' Den dollars"
Brian Mullins says, "We predicted $600,000 in sales and in just over a year it grew to $5 million. It's the Dragons' Den Effect."