Product Details

• Amazon Sales Rank: #16018 in Kitchen & Housewares
• Brand: Ethos
• Model: 669/001

Manufacturer's Description
"This could be the cat's eye of the Pizza business" So said millionaire dragon Peter Jones when he was pitched the Magic Pizza on BBC2's Dragon's Den. After years of cooking frozen pizzas only to find out there was a 'soggy middle' to the pizza Ray Smith set about finding a solution to this dilemma. After toiling for six years on product development and patents he finally had a product he thought worthy of showing the dragons.

In what was one of the worst pitches ever to the Dragons Ray struggled at first to convince them that this was a product worth investing in. Theo Paphitis initially suggested he could be thought of as barking mad while three dragons declared themselves out very quickly. This left just Peter Jones and Theo Paphitis still to decide. After some thought Peter Jones decided that with the righ support and backing that this item could be a winner and offered £25,000 for a 25% stake if Theo was willing to join him. Theo offered the other £25,000, again for another 25% of the business. This meant that instead of the 10% he was offering Ray Smith had to decide whether to give away five times that to the dragons. After a second of thought he accepted and the deal was struck!

Measuring 16cm across and made from long lasting stainless steel the Magic Pizza reduces cooking time by up to 20%, increases the temperature in the centre of the pizza by up to 20% guarantees and evenly cooked pizza. Basically it is a stainless steel disc with holes in that you place under the middle of the pizza. The disc raises the centre of the pizza to ensure it is cooked evenly. It's as simple as that!

Following on from the success of other Dragon's Den items this could indeed by the cat's eye of the pizza business. Surely two millionaire dragons can't be wrong!

Launched in 1998, Ethos has rocketed to success in the UK and around the world. Although relatively young, Ethos continues to win accolades as the most innovative, forward-thinking company in their field. Ethos is renowned as a design-led yet affordable lifestyle brand. Always looking for something different, expected the unexpected from Ethos!

Box Contents

Customer Reviews

No more soggy bottoms
As I withdrew my piping hot pizza from the mother oven I felt that this could be a turning point in my life. And it was! That soggy, uncooked middle that has for so long spoilt my breakfast pizza was gone! And behold it was as crispy as a pop tart! Thanks Dragon's Den. xxx

Excellent
I was dubious about this product, but it's excellent, it really works, the middle of my deep pan pizzas are now cooked to perfection even with tons of toppings piled on, absolutely brilliant invention.

Good Dragon but Doesn't Breathe Fire - Pizza
I bought one of these as fed up with my husband complaining that whenever I cooked a pizza the middle of it was never cooked properly (soggy bottoms). Whether this is because we cook ours in an Aga and not an electric oven not sure.

On looking at it, the item looks like it might live up to high expectations, feels well made and looks like a good gadget. Dishwasher proof too. Did see the item on Dragon's Den a while back and yes, it looked a super bit of kitchen gadgetry, but sadly it doesn't breathe fire for us in our house.

We tested a freshly bought pizza using this item in the centre as instructed, then tested a frozen pizza using it then compared. The results were the fresh pizza was slightly better than not using it, the frozen one exactly the same as not using it.

Therefore still not the ideal solution, best to go out and eat one ready cooked, then hopefully no more 'soggy bottoms'.

Glad I bought mine when it was reduced at Amazon and didn't pay full price otherwise I might feel a little cheated. This is a 'good dragon' but it doesn't breathe fire.