Observed Signal · Jun 18, 2026 · Hiring · Source: DWDL · Impact: 1/5 · Sentiment: Neutral
Two new investors join DHDL's 20th anniversary season
Vox investor Dagmar Wöhrl inadvertently revealed two new investors for the 20th season of the German founders' show Die Höhle der Löwen (DHDL). In an Instagram Story she shared behind-the-scenes footage that showed Andreas Herb and Johannes Kliesch; Wöhrl later deleted the Story. The additions were reported by Bild and have since been confirmed by the broadcaster. A Vox/RTL spokesperson said Herb and Kliesch will be part of the jubilee season airing this autumn and that further details about the panel will be announced later. Andreas Herb is identified as founder of the MBG Group (known for beverage brands such as Salitos and Effect); Johannes Kliesch is co-founder of the sock and underwear brand Snocks.
Personnel change on a popular TV format has limited industry-wide impact for AdTech/MarTech; relevant mainly to broadcasters, format partners and advertisers targeting the show.
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Key Takeaways & Evidence Grounding
- Dagmar Wöhrl unintentionally revealed two new investors for Die Höhle der Löwen via an Instagram Story.
- Andreas Herb and Johannes Kliesch have been confirmed to join the 20th (anniversary) season of DHDL.
- Andreas Herb is founder of the MBG Group, associated with beverage brands like Salitos and Effect.
- Johannes Kliesch is co-founder of Snocks, a socks and underwear brand.
- Broadcaster confirmed the two names and said preparations for the 20th season are underway with further details to follow.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Vox's New 'Lions' Debut in Early September
Season 20 (anniversary) of the German founder-investor show Die Höhle der Löwen returns to Vox on 7 September 2026, with eight episodes airing Mondays at 20:15 and released on streaming service RTL+ seven days earlier. The investor panel expands to eight with newcomers Johannes Kliesch (founder of Snocks) and Andreas W. Herb (founder of MBG Group) joining returning investors Dagmar Wöhrl, Janna Ensthaler, Judith Williams, Ralf Dümmel, Carsten Maschmeyer and Frank Thelen. Kliesch built Snocks from €4,000 in start capital to more than €130 million in annual revenue; Herb’s MBG Group, known for brands such as Salitos and Effect Energy Drink, reports about €240 million in annual sales. The format is produced by Endemol Shine Germany.
Sauberkugel founders secure DHDL deal with Ralf Dümmel
Susanne and Bernd Schmekel, founders of Sauberkugel, a reusable cleaning product, appeared on the German TV show 'Die Höhle der Löwen' to seek €250,000 for their business. They have sold over 1.5 million units and generated approximately €8 million in revenue over eight years, with an 80% profit margin. Despite this success, they lacked staff and needed funds for production and retail expansion. Three investors made identical offers of €250,000 for 20% equity. The Schmekels chose Ralf Dümmel, who offered support for retail growth and scaling. Other investors, including Judith Williams and Andreas Herb, also competed, while Dagmar Wöhrl and Frank Thelen declined due to concerns about stagnation and lack of employees. The product is sold internationally, including in Germany, the USA, Japan, Taiwan, and Korea.
DHDL: Drain Cleaner Startup Dekadome Secures Deal with Ralf Dümmel
On the German TV show 'Die Höhle der Löwen' (Lion's Den), founders Anton Vrouzos and Marius Ludwig pitched Dekadome, a reusable mechanical drain cleaner that prevents clogs without chemicals. Instead of a standard investment offer, they used a spinning wheel to determine the deal terms, offering four options ranging from €30,000 for 15% to €60,000 for 30%. Despite skepticism from some investors, Janna Ensthaler and Ralf Dümmel both offered €60,000 for 30%. The founders chose Dümmel, and the deal was confirmed after the show. The product, retailing for €19.99, is now available online.
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