Jöey on Dragons’ Den: How We Landed a Deal with Manjit Minhas

For aspiring Canadian entrepreneurs, there’s nothing quite like stepping into CBC’s Dragons’ Den, often called the Canadian version of Shark Tank. Every season, founders pitch their businesses to some of the country’s most successful investors, hoping to walk out with a deal that takes them to the next level. This season, Jöey Nordic Seed Crisps is one of them. Catch us on Season 21, Episode 2 on CBC. The Den has become a Canadian institution. This season’s panel includes Arlene Dickinson, Manjit Minhas, Michele Romanow, Wes Hall, Brian Scudamore and Drew Scott, and over the years the show has been home to famous Dragons like Kevin O’Leary, Robert Herjavec and Jim Treliving. Between them, they’ve heard thousands of pitches, and they don’t make it easy.

Launching a business is no small task. It takes hard work, determination and plenty of investment to turn an idea into something that lasts. For our founder, Joseph Chen, the Den was more than a TV show. As a longtime fan of Dragons’ Den, Joseph always knew he wanted to stand in front of the Dragons one day and pitch his own creation: Jöey Nordic Seed Crisps. Getting to the Den wasn’t an overnight process. Long before the pitch, Joseph set out to reimagine traditional Swedish crispbread as a gluten-free snack made from simple, clean ingredients. He started Jöey at a farm in Prince Edward County, selling at local farmers’ markets before landing a spot on the shelves of Summerhill Market in Toronto. From there, Jöey kept growing, expanding into major retailers across Canada and the U.S.

Jöey Nordic Seed Crisps are crunchy seed crackers inspired by Scandinavian crispbread. They’re gluten-free, keto-friendly and made with a clean ingredient list you can actually read, including high protein, high fiber watermelon seeds! They can be paired with cheese, dips and spreads, or enjoyed on their own. For Joseph, appearing on Dragons’ Den was more than a chance to pitch Jöey. It was a chance to look back at how far the brand had come, and to put everything Jöey had built to the test.

Want to taste what we brought to the Den? Shop Jöey Nordic Seed Crisps online or find us at a store near you.