'We’d like to make you an offer...': Northern Ireland entrepreneur pitches her energy food brand on BBC's Dragons' Den this week

A fast-growing natural energy brand based in County Tyrone is set to appear on Dragons' Den this week.

The episode featuring Oatco Superfuel will air on Thursday, March 12 at 8pm on BBC One and BBC iPlayer.

During the episode, Oatco Superfuel founder Laura Murphy from Co Tyrone will pitch her vision for on-the-go snacking designed to harness the natural power of oats. She will present the business to the panel of Dragons — Deborah Meaden, Peter Jones, Touker Suleyman and Steven Bartlett — alongside guest Dragon Jenna Meek.

Her pitch will outline plans to secure strategic investment to accelerate growth, expand distribution and scale the business across the UK, Ireland and beyond.

A current participant in the Ulster Bank Accelerator Programme, the Omagh-based start-up is a rapidly growing food company focused on creating natural energy snacks made from Irish oats. Its flagship product, Super Bites Energy Balls, are designed to fuel busy lifestyles while supporting gut health and helping to manage cravings.

Since launching just two years ago, the company has expanded quickly while continuing to champion locally sourced ingredients and sustainable growth.

To mark the television appearance, the Ulster Bank Accelerator community will host a special watch party where colleagues, friends, family and members of the wider entrepreneurial ecosystem will gather to view the episode together.

Following the broadcast, Laura Murphy will take part in a Q&A session reflecting on her experience of filming the programme, alongside John Ferris, accelerator lead at Ulster Bank.

Looking back on her time with the Dragons, Laura said: “I am still so proud to have been featured on this series of Dragons’ Den and I can’t wait now for the episode to air.

"It will be really special to watch it with some of the people who have been so pivotal to Oatco Superfuel’s journey and successes so far and while it feels like a defining moment for the brand, we are just getting started.

“My mission has always been to build something bigger than a snack brand. I am so focused on creating a community and a movement around natural energy and functional nutrition.

"I feel genuinely grateful that taking part in this programme has given us the platform and profile we need to accelerate our growth.”

The appearance comes during a strong period of expansion for the company. Last year, Oatco Superfuel secured a major retail deal with Barista Bar in Northern Ireland, significantly increasing its reach across the region. Through the partnership, its signature Super Bites are now available in more than 450 Barista Bar locations across SPAR, EUROSPAR, VIVO and VIVOXTRA stores.

The products are also now available in Scotland and the Republic of Ireland, where the company has been selected for the Grow with Aldi scheme supporting artisan producers across more than 160 supermarkets.

Oatco’s Super Bites were recently included in the Meal Deal “Grab and Go” range in stores operated by Tesco Northern Ireland. The products have also secured a new listing with Diverse Fine Food of Taunton in Somerset, which will distribute the snacks to specialist retailers across parts of England.

Marking the deals Laura explained: “It has been a very exciting start to 2026 for us and we are now well positioned for even faster growth in sales, exports and new product development.

“When we launched Oatco Superfuel our goal was simple — to create a natural energy snack that genuinely fuels people’s day and offers a better alternative to the typical chocolate bars and crisps many of us reach for on the go.

“To now see Super Bites included in the Tesco Meal Deal across Northern Ireland, stocked in Spar stores in Scotland and distributed through Diverse Fine Food represents huge milestones for our brand and our team. It shows just how far we’ve come and the growing demand for snacks that support energy, focus and fibre intake.”