Nidhoggr Mead Co, a business founded by an entrepreneur who appeared on BBC's Dragons' Den, has collapsed into administration. The company has appointed ELS Advisory of Leeds to handle its affairs, marking a significant downturn for the once-promising venture.
Administration Appointment Details
Kevin Brown was officially appointed as the Administrator of Nidhoggr Mead Co. Limited on February 20, 2026. According to a message posted on the company's website, all business operations, property, and corporate affairs are now under the management of the Administrator and his professional staff. This development follows the recent resignations of two directors, Graham Blamires and Philip Dibbs, on February 27, while founder Peter Taylor remains listed as a director.
Founding and Dragons' Den Appearance
The company was established in 2021 by Peter Taylor, his girlfriend Ellie Reynolds, Lynn Reynolds, and Severin Gammon. Peter Taylor gained national attention when he pitched Nidhoggr Mead on Dragons' Den in 2024, seeking an £80,000 investment in exchange for a 5% equity stake in the business.
During his televised pitch, Taylor explained his passion for mead, stating, "I first discovered mead when I got into Viking Age reenactments and discovered that real mead is a sweet and delicious alcoholic drink made from fermented honey. I started making it in my house as a hobby. And then two years ago, I turned my passion into a business."
Business Growth and Challenges
At the time of his Dragons' Den appearance, Taylor reported that Nidhoggr Mead had grown to a team of seven employees with a dedicated meadery and warehouse located in Pocklington, near York. The product achieved notable distribution success, being stocked in various UK locations including:
- The National Trust
- The Jorvik Centre
- Morrison's supermarkets
Despite all the Dragons expressing appreciation for the mead's quality during the show, none opted to invest in the company. Financial records from 2014 revealed the business employed 13 people, held assets valued at £1.02 million, and carried debts totaling £589,042.
Celebrity Endorsement and Recent Developments
Nidhoggr Mead enjoyed moments of celebrity recognition, most notably with singer Sophie Ellis-Bextor. In December 2023, Peter Taylor shared an enthusiastic social media post alongside Ellis-Bextor, writing, "It's not every day @sophieellisbextor buys your mead! And then invites you on her guest list to her Christmas Kitchen Disco that evening! An incredible performance where we danced, sang and had the best time... Thanks so much for all the shout outs, we are absolutely thrilled you enjoyed our mead, especially on stage!"
The company's entry into administration represents a stark contrast to these earlier successes and highlights the challenging landscape for small beverage producers in the competitive UK market.
