A former counsellor from Wales walked into Dragons Den with a pedal-operated cat food bowl and left with a deal from Deborah Meaden. The deal later fell through, but Peter Hill found another investor and built Petvictus into a thriving business. Here is what happened to Petvictus after Dragons Den.
What Is Petvictus?
Petvictus is a pet accessories company best known for its flagship product, the Pedaldish. The Pedaldish is a pedal-activated food bowl designed to keep cat food fresh by sealing the bowl with a lid that only opens when the cat steps on the pedal. The product uses purely mechanical parts with no batteries required, meaning it can get wet, be easily cleaned, and will not malfunction from spills or rain.
The company also developed the Katfone, a device designed for cat owners, though the Pedaldish remains the primary product.
Founder Peter Hill was working as a counsellor in Wales when he realised how much money he was wasting by putting wet cat food into a conventional bowl. The food would dry out within hours, the cat would refuse to eat it, and he would have to throw it away and open a new pouch. The Pedaldish was his solution, keeping the food sealed and fresh until the cat was ready to eat.
The Dragons Den Pitch
Peter appeared on Series 16 of Dragons Den in September 2018 seeking £30,000 for 25% equity. Each Pedaldish cost £4.71 to manufacture, ship, and deliver, and sold to the buyer for £18.
Touker Suleyman congratulated Peter on his pitch but was not a fan of the product itself and went out. Tej Lalvani was concerned about patent issues and also left. Jenny Campbell was worried about Peter’s lack of sales history and withdrew. Peter Jones was interested in the Katfone device but was not willing to invest in the wider business.
That left Deborah Meaden, who connected with Peter over their shared love of cats. She believed in the product’s functionality and the savings it could deliver for pet owners. She offered £30,000 for 33% equity. Peter enthusiastically accepted.
What Happened After Dragons Den?
The deal with Deborah Meaden fell through after filming. According to Companies House records, the company sought investment elsewhere. Former Secret Millionaire Mike Greene reportedly acquired shares in the business, providing the investment that Petvictus needed to continue developing.
Despite the setback with Meaden, Petvictus has continued trading. Products remain available through the company website. Peter Hill has also expanded into public speaking and business coaching, working with the British Library on entrepreneurial initiatives. He now offers motivational speeches, business team building workshops, and neuroinclusive business training, drawing on his own experience as an inventor and entrepreneur.
Petvictus Limited remains an active company on Companies House with its most recent accounts filed in July 2024.
Petvictus Pedaldish Net Worth 2026
As of 2026, Petvictus has an estimated net worth of approximately £500,000. The company continues to sell its products and Peter Hill has diversified his income through speaking and coaching work.
The Petvictus story is a reminder that a deal falling through on Dragons Den does not have to be the end. Peter Hill found alternative investment, kept building, and turned a simple observation about wasted cat food into a viable business. Sometimes the best inventions come from the most everyday frustrations.